The Britannia Biscuit Company

THE STUDY ON CONSUMER PERCEPTION TOWARDS
BRITANNIA PRODUCTS
Submitted in partial fulfillment of the requirements for the award of
Bachelor of Commerce
by
D.SIVA
(40740342)
DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES
SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “ A” by NAAC I 12B Status by UGC I Approved by AICTE
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119
APRIL - 2023
DEPARTMENT OF BUSINESS ADMINISTRATION
BONAFIDE CERTIFICATE
This is to certify that this Project Report is the bonafide work of D.SIVA
(40740342) who carried out the Project Training at “BRITANNIA ” under our
supervision for a period of 3 months from January 2023 to March 2023.
Dr.SASIREKHA E.THIRUSELVAM
Internal guide External Guide
Dr. BHUVANESWARI .G, MBA., Ph.D

Dean – School of Management Studies
Submitted for Viva Voce Examination held on
Internal Examiner
External Examiner
DECLARATION
I D.SIVA (40740342) hereby declare that the Project work done by me under the
guidance of Dr.SASIREKHA (Internal) and Mr.THIRUSELVAM (External) at
BRITANNIA INDUSTRIES IN AMBATTUR is submitted in partial fulfillment of
the requirements for the award of Bachelor of Commerce.
DATE:
PLACE: CHENNAI SIGNATURE OF THE CANDIDATE

ACKNOWLEDGEMENT
I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for completing it
successfully. I am grateful to them.
I convey my thanks to Dr. G. Bhuvaneswari, MBA., Ph.D., Dean - School of

Management Studies and Dr. A. Palani, M.Com., M.Phil., M.B.A., Ph.D., Head of the
Department, Dept. of Business Administration for providing me necessary support and
details at the right time during the progressive reviews.
I would like to express my sincere and deep sense of gratitude to my Project Guide
Dr.SASIREKHA for her valuable guidance, suggestions and constant encouragement
paved way for the successful completion of my project work.
I wish to express my thanks to all Teaching and Non-teaching staff members of the
Department of Business Administration who were helpful in many ways for the
completion of the training.
D.SIVA
ABSTRACT
This report contains the summary of the project entitles “ A study on consumer
perception towards( Britannia products). The period of the study from January to
march 2023. The report contains the market potential of Britannia product.
This report examines the market potential of Britannia ,focusing their nutritional value,
versatility, And sustainability. The report analyzes current trends in the Britannia
including supply and demand Dynamics, production methods, and distribution
channels. It also identifies key drivers and barriers to Britannia adoption and explores
opportunities for growth and innovation in the industry. The objectives of report is to
create awareness about Britannia based project and its health benefits.
The optical of Britannia based project defined author or disclosed and data collected
are documented in the form of chart and bar diagrams and analysis in percentage.
TABLE OF CONTENTS
CHAPTER PAGE
TITLE
NO. NO.
ABSTRACT
1.1 Introduction about the topic 1
1.2 Company profile 3
1.3 Statement of the Problem 7
1 1.4 Need for the Study 9
1.5 Objectives of the Study 12
1.6 Scope of the Study 15
1.7 Limitations of the Study 20
2 2.1 REVIEW OF LITERATURE 41
RESEARCH METHODOLOGY 54
3.1 Research Design 54
3.2 Sources of Data 56
3
3.3 Sample size 59
3.4 Sampling technique 59
3.5 Analytical Tools 60
DATA ANALYSIS AND INTERPRETATION 61
4 4.1 Percentage Analysis 67
4.2 Weighted Average Analysis 79
FINDINGS, SUGGESTIONS AND CONCLUSION 101
5.1 Findings of the Study 101
5
5.2 Suggestions 103
5.3 Conclusion 104
REFERENCES 105
ANNEXURE (Questionnaire) 106
LIST OF TABLES
TABLE NO. PARTICULARS PAGE NO.

1 Age of Respondents 61
2 Gender of the Respondent 62
3 Qualification of Respondent 64
4 Occupation of Respondent 65
5 Income of Respondent 66
6 Location of Respondent 68
7 Frequently used Britannia Product 69
13 Respondents Frequently used Britannia Product 75
21 Rate of Respondents 89
25 Rate of Awareness 97
THE STUDY ON CONSUMER PERCEPTION
TOWARDS BRITANNIA PRODUCTS
CHAPTER 1
1.1 INTRODUCTION
The companies ultimate aim to increase the sales and they should
aware about the factors drive to buy the goods .The perception of the
consumers will be vary. It actually motivates or influences the consumer to
buy the product. Consumers are the persons who consume goods.
The company focused on the consumer. Because they are the

“ King of the business” In the traditional times the company are focused
on the production than the consumer. But now days they are giving more
importance for consumer than the production. The consumer satisfaction
is satisfied in all means like product quality, product price, quantity,
promotion, Retailer's ship etc. If they are satisfied on these circumstances
they will get satisfied.
Britannia company industries are one of the largest food Industries.

The headquarters is Kolkata; it sells the Britannia and tiger brands of the
biscuits and the dairy products all over the India and around the 60
countries .The company was born on 21st march of the year 1918 as the
public limited company. The company located in Kolkata, Delhi, Chennai,
Mumbai.
The Britannia used in world-wide it used by all the people. In

Britannia company all the Britannia products are famous and all are aware
used on it. Britannia biscuits are used by people at the day to-day basis.
The biscuits that the consumers are having for the emptiness or for
attraction to taste. Here we are going to study about the consumer
perception of the product based upon the different age group. It will vary
1
on the interest and the satisfaction. Here we will analyze the consumer
attraction to the biscuits and how they get satisfied on it.
2
1.2 MEANING OF CONSUMER PERCEPTION
In general marketing terms, customer perception refers to customers’

awareness, their impressions, and their opinions about a business and its
brand, along with its products and services. Customer perception can be
shaped by both direct and indirect interactions with a brand’ s offerings it’ s
not entirely dependent upon marketing or upon the inherent quality of the
product or service itself. It may seem difficult, then, to control customer
perception. While control might not actually be possible, there are several
ways to influence how customers view companies through brand market
research.
Customer behavior and perception of brands is not in all actuality

driven by logic — from negative brand associations, to positive or even
sentimental brand attachments. According to Harvard professor Gerald
Zaltman, 95% of purchase decisions are subconscious. Remember that
commercial jingle for an iconic software brand you grew up hearing on TV?
It probably left a lasting impression on your young mind, and in turn given
you a brand perception that is hard tolet go of.
The intangible concept of customer perception is often at odds with the
3
tangible effect on business outcomes, as customer perceptions of a
company’ s products or services can have a serious impact on the long term
viability of a business’ s offerings. Just ask any insights professional at
Disney, a company that takes the motto “ make people happy” very
seriouslyby listening to the voice of the customer to improve its offerings.
According to the Harvard Business Review, emotional connection to a

brand is the key to long term business outcomes. Customers that have
developed a bond with a business are in fact more valuable than highly satisfied
customers; these customers, described as “ fully connected” are actually 50%
more valuable than the average customer. Therefore, if brands can win people
over by forming emotional connections with them, brands can be highly
influential in swaying customer perception.
Customer perception is the opinions, feelings, and beliefs customers

have about your brand. It plays an important role in building customer
loyalty and retention as well as brand reputation and awareness.
The entire process of customer perception starts when a consumer

sees or gets information about a particular product. This process continues
until the consumer starts to build an opinion about the product. Everything
that a company does will affect customer perception. The way the products
are positioned in a retail store, the colors, and shapes in your logo, the
advertisements that you create, the discounts that you offer, everything
impacts the customer perception.
Customer perception is a process where a customer collects

information about a product and interprets the information to make a
meaningful image about a particular product. When a customer sees
advertisements, promotions, customer reviews, social media feedback, etc.
relating to a product, they develop an impression about the product.
4
1.3 DEFINITION OF CONSUMER PERCEPTION
“ Regardless of their actual experience, customer perception is all

about how the customer feels about your brand and their interactions with
you,” explains Sam Chandler, senior manager of customer success at
Zendesk.
Customer perception is a “ Process during which an individual

acquires knowledge about the environment and interprets the information
according to his/her needs, requirements and attitudes.” – as defined by
F.G. Crane and T.K. Klarke (1994), G.D. Harrell, G.L. Frazier (1998) .
According to the Business Dictionary, consumer perception or

customer perception is a “ Marketing concept that encompasses a
customer’ s impression, awareness, or consciousness about a company or
its offerings.”
Perception is derived from the word ‘ perceive’ , it refers to the

ability to give meaningto whatever stimuli are sensed by our sense organs.
The manner in which a consumer perceives the marketing stimuli (i.e.,

any or all of the elements of the marketing mix) has a bearing on his entire
buying decision process, right from problem recognition or identification of a
need to post-purchase behaviour, and affects his overall behaviour. The
marketing stimuli could pertain to any and all of the elements of the
marketing mix.
The perceptual process comprises three components, namely the

perceiver, the target (stimulus), and the situation. The perceptual
mechanism depicts a complex and dynamic interplay of three processes,
5
namely selection, organization, and interpretation. Perceptual selection is
the process by which people select a particular stimulus or a small portion of
the stimuli to attend to, while screening out the rest.
Perceptual organization is a cognitive process, which is responsible for

organizing the stimuli and the surrounding cues, to develop a ‘ whole
picture’ , according to one’ s physiological, sociocultural, and
psychographic backgrounds, so as to give some meaning to it.
Perceptual interpretation involves extracting meaning out of the

‘ whole picture’ . As processes, both perceptual organization and
interpretation are intertwined as both have to do with deriving sense and
assigning meaning to the stimulus to which a person has been exposed.
Because the characteristics of each of the components, perceiver,

stimulus, and situation, are different, the perceptual mechanism is impacted
variedly. People perceive things differently because of the perceptual
mechanism that differs between people. Perception is unique to each
person, and this makes perception a subjective process.
Perception as a topic of study is important for marketers because

people generally make purchase decisions on the basis of what they
perceive. Consumers perceive the marketing stimuli variedly. They form
their opinions and beliefs about products and/or brands, the price, the
store, and the retailer, and about the advertisement and promotional
messages that they are exposed to. They also form mental images of them,
often adding symbolic value to marketing stimuli in the form of imagery.
When the marketing stimuli are perceived favourably, chances of purchase
and usage are always higher
6
1.4 IMPORTANCE OF CONSUMER PERCEPTION
A happy customer is one who is satisfied with the experience that he

has with a product or a service. Customer perception is built around the
experience that a customer has with a product.
Consumer perception can make or break your brand. When

customers had a pleasant experience of getting their products delivered on
time they form a perception. Getting the products that were as described in
the product description also creates a positive customer perception. When
customers experienced a great after-sale service it is going to develop a
positive opinion about the brand. Customer perception is also important to
determine the kind ofimage a brand wants to build.
For example, when a retail clothing store has displayed clothes on

crowded racks using low-quality plastic hangers, customers get a
perception that it is a low-quality brand. But when the same clothes are
presented well with back-lit mannequins, neatly arranged, good quality
attractive hangers, etc. the customers build a different perception about
the brand.
Customer perception or consumer perception plays a major role in

buying behavior. Hence companies are going the extra mile to create a
pleasant and happy customer experience for their customers. Companies
are ready to spend money and effort to influence customer perception and
drive profitable consumer behaviour.
7
1.5 STAGES OF CONSUMER PERCEPTION
Customer Perception is a Four stage process that translates raw

stimuli into meaningfulinformation.
Each individual interprets the meaning of stimulus in a manner

consistent with his/her own unique biases, needs and expectations. Four
stages of perception are exposure, attention, interpretation and memory
1. Exposure
Exposure includes the elements like colors, logo, sound, ambience

which a customer experiences when they interact with a brand or a product.
When we see a particular color and taste a unique flavor it can get our
attention which forms the second stage.
2. Attention
Attention comes into picture when the exposure stage completes and
the customer takes notice of the message and product being marketed. If
the attention results in positive experience, it may get into the interpretation
stage.
3. Interpretation
Interpretation is how a customer assigns meaning or some value to the

inputs and experience in the first 2 stages of customer perception. It can
lead to comparison with another similar product or some similar experience
from the past. Overall the customer assigns some meaning to the overall
experience with the product.
4. Retention
Now the final stage is when the customer remembers the interaction
for future references by storing it in the memory. This means that the
customer perception is now formed. It may be positive or it may be negative
8
as well.
In simpler terms, it is how a customer see's a particular brand with

whatever he or she has been able to understand by watching the products,
its promotions, feedback etc. It is the image of that particular brand in the
mind of the customer.
1.6 THE DYNAMICS INVOLVED IN CONSUMER PERCEPTION
The sensory receptors sense a stimulus (object, person, or situation).
The stimulus is either given attention or ignored.
In case it is given attention, the selected stimulus is organized and

interpreted to result in beliefs, which influence our behaviour in day-to-day
life.
People perceive things differently because of their characteristics

and backgrounds,and because of the different perceptual mechanisms that
take place.
1.7 ELEMENTS OF CONSUMER PERCEPTION
1. Input
The input to the perceptual process refers to the various stimuli that
surround an individual and exist in his environment. The perceptual process
begins when the sensory receptors detect a stimulus in the environment,
which acts as an input to the perceptual mechanism.
9
2. Perceptual Mechanism
Once the sense organs detect a stimulus in the environment, the

person selects, organizes, and interprets it through a. perceptual
selectivity, b. perceptual organization, and
c. perceptual interpretation. Put together, this is known as the perceptual
mechanism.
 Perceptual selection or perceptual selectivity refers to a tendency

within a person to select one or a few out of the many stimuli present in
the environment. Selectivity is basedon one’ s demographic, sociocultural,
and psychographic factors. A person would tend to select those stimuli
that appear attractive and relevant to him. Selectivity would also be
affected by the characteristics of the stimulus as well as by the situation
involved.
 Perceptual organization occurs after the stimulus has been received

and selected for further processing. It is the process of organizing inputs
into a definite, coherent, and interpretable structure. In other words, the
various stimuli are organized and given a form.
 Perceptual interpretation refers to the process of drawing inferences

from the organized whole (of stimuli), and giving meaning to them.
3. Output
Once the input has been interpreted, it results in an output. The output
towards the stimulus assumes various forms, for example, in the formation
of emotions and moods, as well as beliefs, opinions, and attitudes.
4. Behaviour
The resultant behaviour is an outcome of the output. Based on

one’ s emotions and moods, as well as beliefs, opinions, and attitudes, a
10
person would enact behaviour.
11
1.8 THE PERCEPTUAL MECHANISM – 3 SUB PROCESSES
The perceptual mechanism requires greater discussion owing to the

great deal of complexity and dynamism that go into play.
 Perceptual selection
 Organization
 Interpretation
1.8.1 PERCEPTUAL SELECTION
Human beings are simultaneously exposed to various stimuli in their

environments. Due to the fact that various stimuli cannot be treated or
processed at the same time, people become selective in their approach and
choose some stimuli for further processing and disregard the rest.
The choice of the stimulus would depend on what they feel is relevant
to and/ or appropriate for them. In the field of marketing, stimuli could
include the product, the brand name, the features and attributes, the
packaging, and the advertisement. This is referred to as perceptual
selectivity.
Perceptual selectivity is the process by which people select a particular

stimulus or a small portion of the stimuli to attend to, while screening out
and disregarding the rest. Marketers should manage the sensory and
perceptual factors to influence consumers. Keeping perceptual selectivity
in mind, marketers should offer different products for different segments
and position them accordingly.
12
Sometimes we are flooded with a lot of stimuli around us. In the
marketing context, this happens when we are surrounded by a lot of
products and/or brands in a store, and we find it difficult to concentrate on
a particular stimulus. At such times, people tend to identify what would
be more important to sense and give attention to. This is known as
signal detection.
Another perspective to defining the signal detection theory relates to

how and when a weak stimulus (signal) would get noticed in spite of a lot of
activity around it. While the absolute threshold has a role to play, the signal
detection theory proposes that the ability to notice a stimulus (signal) not
only depends upon the characteristics of the stimuli but also on the
background stimulation, and the detectors (perceiver’ s) characteristics’
like alertness, interest, expectation, motivation, involvement, attitudes and
beliefs, personality type, etc.
For example, if a lady needs a 2-kg bag of Kohinoor Basmati rice, she
will notice the brand despite the clutter of other products and brands, and
will be selective to a 2 -kg pack although there may be 1-kg and 5-kg
Kohinoor Basmati packs in the vicinity.
Further, people also have a tendency to selectively attend to only

one voice amidst many others, deal with it, and then move on to ‘ tune
in’ to the next. This ability to focus on one voice over everything else is
known as the cocktail party effect. Because the phenomenon involves
the auditory attention on a particular stimulus while filtering out the rest,
and is similar to a party person who can focus on a single voice amidst a
lot of other noise, the concept is called a cocktail party effect.
In the context of marketing, a consumer who visits a fair or an

exhibition is able to pay attention to one message from a loud speaker at
a time and ignores the rest. The message may be the one which is the
loudest, or the one that relates to his need and want, or the one that is
13
attractive enough as it talks of a sale or a discount. For example, a
person would be receptive to a message from a Nescafe coffee vendor if
he is in need of a beverage, or would be receptive to a message from
an apparel wear brand that announces a 20 per cent off.
Another concept related to perceptual selection is sensory

adaptation. Sensory adaptation refers to a reduction in sensory
responsiveness when exposed to a stimulus for a substantial period of time.
This is because as we are exposed to a stimulus constantly for some
amount of time, there is monotony and constancy, and we tend to
become less sensitive to it.
This explains why marketers face the problem of advertisement wear-

out. On repetition of the advertisement and constant exposure to the
viewer, the advertisement begins to get unnoticed.
The viewer or the reader no longer gives attention to the promotional

message, and the impact once created by the advertisement gets
weakened. This is called the wear-out effect. In order to tackle this
problem, marketers go about changing their advertisements, and introduce
changes either in the content or in the context, or in both.
They go in for substantive or cosmetic variation. Substantive

variation in advertisements occurs where the message content changes,
while the background or the models or the jingle remains the same.
Cosmetic variation occurs where the model changes, but the message
remains the same immediately draws our attention.
Consumers are more likely to be selective about stimuli that relate to

their current needs, and are personally relevant. Ibis is called perceptual
vigilance. For example, if a person is thirsty, a hoarding or a banner
showing an advertisement of Pepsi or Coke would immediately catch his
attention, and he would be on the lookout for a store where he canbuy a
cold drink to quench his thirst.
14
People are also seen to exhibit selectivity when they see what they
want to see, and avoid seeing something which they do not want to see.
This is called perceptual defence.
FACTORS OF PERCEPTUAL SELECTIVITY
1. Factors external and related to the stimulus
2. Factors internal and related to the perceiver.
1. External and Related to the Stimulus

These factors may be further classified as sensory elements and
structural elements. Sensory elements are characteristics in the stimulus,
which are sensed immediately, such as smell and sound, taste and feel,
and colours and visuals. The structural elements also pertain to the
stimulus and comprise characteristics that make a stimulus stand out and
apart from others.
 SIZE
The larger the size of the stimulus, the more likely it is to be noticed.
For example, headlines in the newspaper are in larger font size and
immediately catch our attention. Similarly, the brand name on the
packaging of a product is again in a larger font size, and is meant to draw
our attention. In addition, a full-page print advertisement is more likely to be
noticed than a half-page or a quarter-page advertisement. Today, most
newspapers carry full-page advertisements on the first and the last pages.
 INTENSITY
The larger the force or power of a stimulus, the greater will be the
chances of it getting noticed and perceived. For example, strong aromas
of food outside a restaurant or the smell of cakes and pastries outside a
confectionery store, bright and flashy colours on the packaging of a
product, and the use of a loudspeaker on mobile vans for publicity are
15
immediately sensed by our sensory receptors.
 CONTRAST
Any stimulus that stands out from the rest of the environment
receives greater attention. For example, capital and bold letters in a print
advertisement or on a package are immediately sensed by us. Reversals,
that is, white printing on black background or vice versa, catch our
attention.
 MOTION
Anything that moves has greater chances of being noticed than a
stimulus that is stationary. For example, the use of mobile vans for
promotion and advertising also grabsattention.
 POSITION
Position refers to the placement of an object in a perceptual field. A
stimulus that is placed closer to the centre is more likely to be perceived.
In addition, stimuli that lie at the eye level are sensed and perceived
immediately compared to those that are placed elsewhere.For example,
in a store, products and/or brands that are displayed at eye-level shelf
space are more likely to be perceived. The positioning of point-of-purchase
stimuli, banners, and hoardings at prominent places (entrance of the store
and exit) also catches attention. This is the reason why FMCG companies
compete for eye-level spaces as well as prominent places for display of their
brands in department stores.
Advertisements on the front cover or on the back cover or on the

centre page of a magazine or a brochure draw immediate attention.Further,
stimuli placed at one’ s right -hand side tend to receive greater selectivity
than those placed at one’ s left. For example, advertisements printed on the
right-hand side in a newspaper or a magazine receives greater attention
than those placed on the left.
16
However, there is another point of view, which says that the left-hand
side of the page receives greater attention.Similar is the case of
advertisements that appear on the upper half of the page, which are more
attention grabbing than those appearing on the lower half of the page. This
is particularly so for a language like English, which runs left to right down
the page, wherein the upper half of the page receives more attention than
the lower half, and the left-hand side receives more attention than the right.
 Familiarity and Novelty

A new stimulus in a familiar setting or a familiar stimulus in a new
setting increases the chance of perceptual selectivity. Both substantive
variations in advertisements, where the message content changes, while
the background remains the same and cosmetic variation, where the
background changes, but the message remains the same, immediately
draw our attention. Apart from familiarity and novelty, the
unexpectedness of a stimulus also grabs attention, as it acts as a surprise
element and affects perceptual selectivity. For example, Flipkart made
children play adult characters in their advertisements, which was something
novel. The entire series of Flipkart advertisements grabbed the attention of
the audience.
 Isolation
A stimulus (or a few stimuli) that stands alone in isolation
immediately draws attention. The use of white spaces in print
advertisements, with a few black letters, also comes to our notice
immediately (This can also be related to the contrast effect.). For
example, a stand-alone kiosk in a marketplace or even in a department store
or a mall immediately catches our attention.
17
 Repetition
A repeated stimulus is more likely to be noticed. For example,
advertisements that are beamed in the audiovisual media are more likely to
be noticed than those in the print media. This is because they are repeated
several times. However, this has limitations in the sense that too much of
repetition leads to monotony and boredom, and may lead to sensory
adaptation. So marketers go in for cosmetic and substantive variations
in their advertisements from time to time.
 Pleasantness
Stimuli that are pleasant in terms of looks, aesthetics and design, and
music receive greater attention than stimuli that are not. For example,
attractive visuals and graphics on packaging or in print media as well as
beautiful displays and aesthetically designed stores and outlets are
immediately sensed by our sensory receptors and perceived by us.
2. Internal and Related to the Perceiver

Apart from the above factors, there are factors internal and related to
the perceiver, which also affect perceptual selectivity. These factors are
those factors that relate to an individual and would differ from person to
person, viz., factors like motivation, learning, personality and self-image,
past experience, expectations etc. As per these psychological variables, the
perceptual selectivity of a person depends on what he considers relevant
and appropriate.
 Needs and Motivation

Selection of a stimulus depends on our needs, wants, and
motivation, and what we think is relevant to us. For example, if a person
wants to buy a flat (safety and security need), and if he is high on the
esteem need too, he will be quick to notice advertisements for
availability of flats in the posh areas of the city. He will be receptive to
such stimuli that support this need.
18
Similarly, if a person is strong on the need for achievement, he will be
receptive to inputs or stimuli that support the need for achievement. Thus,
people with different needs select different stimuli (i.e., items) to respond
to. The stronger the need is, the greater will be the tendency to select
related stimuli and ignore unrelated stimuli in the environment. Interest and
involvement with a product category also impact the level of attention that
a person would give to the goods and services and/or brands.
 Learning
Learning influences the development of perceptual sets within an
individual. People have a tendency to perceive things based on their
perceptual sets and beliefs. As individuals, we learn from our experiences
and store such learning in our memory bank. The selectivity of stimuli is
based on what and how we would like and/or expect things to be.
For example, consumers are attracted to a particular brand(s)

because they have heard or read good reviews and expect it to be good. A
person who has heard something positive about a Dell laptop or who has
had pleasant experiences with it in the past will be attracted towards reading
and watching anything positive about it, so that it conforms to his
attitudesand beliefs.
 Personality and Self-Image

Personality traits and characteristics have a bearing on an
individual’ s nature to perceive or not to perceive. They also affect the
dynamics of perception, that is, the manner in which they select (what),
organize, and interpret (how) their sensory impressions to give meaning to a
stimulus. Further, a person will be attracted to a stimulus that closely relates
to his/her personality and self-image.
19
THREE TYPES OF THRESHOLD
a) Sensory Threshold
Any and every stimulus that we are exposed to may not catch our
attention. This is because the stimulus lacks strength and intensity. For
example, a faint sound may not be heard, or a light smell may go
unnoticed. Further, the ability to detect a stimulus or variation in the
stimuli is determined by one’ s threshold level.
The amount of strength and intensity that a stimulus must possess

so as to get noticed by one’ s sensory receptors is referred to as sensory
threshold. Sensory threshold is further elaborated upon by the two sub-
concepts, namely absolute threshold and differential threshold. While
absolute threshold is an absolute concept, differential threshold is a
relative concept
b) Absolute Threshold
The minimum amount of strength or intensity that a stimulus should

possess to get noticed is referred to as absolute threshold. It is the lowest
level of stimulation at which an individual can detect a sensory experience,
and thus, identify a difference between nothing’ and ‘ something’ .
At the two opposite ends of the threshold continuum lie the subliminal
and terminal thresholds. When a stimulus possesses strength or intensity
that falls below one’ s absolute threshold for sensory reception and/or
conscious awareness, it is known as the subliminal threshold (or subliminal
perception or subliminal stimulation). In subliminal threshold, the consumer
subconsciously receives information. On the other end, where the stimulus
is so strong and intense, and above one’ s absolute threshold that it
causes discomfort and pain, itis known as the terminal threshold.
20
HOW IT IS MEASURED
A person is exposed to a stimulus at varying intensities and then asked to

state if they can detect the stimulus or not in each case. The lowest or
minimum intensity that a person can detect at least 50% of the time is then
the absolute threshold value. The exact methods of the trials vary depending
on which sense is being used and tested, for instance, taste versus vision. If
taste is being tested then obviously the individual will have to taste some
substance at varying strengths or intensities. If a person is having the vision
measured then, for example, a candle will be held at different distances and
the absolute threshold determined
EXAMPLE
An example that illustrates an absolute threshold is when a person

goes has a hearing test done. An individual has to listen for the tones which
are of different intensities. This threshold is likely to change as a person
becomes older since there is likely to be age-related hearing loss. This is
true for most of our senses which means that the actual value of the
absolute threshold for each sense can change and is not the same for every
person. Absolute intensity can also be used when assessing the fitness of
individuals and for comparing the fitness of different groups of people.
c) Differential Threshold
The minimum amount of change that is required to be brought about in

a stimulus to produce a noticeable change is referred to as the differential
threshold. That is why it is also known as j.n.d. (or just noticeable
difference).
The principle of just noticeable difference was first proposed by the

German psychophysicist Ernst Heinrich Weber in the nineteenth century.
Weber proposed that the amount of change that is necessary to be noticed
21
is not an absolute amount but an amount relative to the intensity of the
original stimulus.
The greater or stronger the initial level of the characteristic or the first
stimulus itself, the greater or stronger the intensity of change needed for
the second stimulus so that a change can be identified and perceived in
the latter. The principle has also come to be known as Weber’s Law.
The relationship proposed by the Weber law can be expressed through
the following equation – K = Δi x i
Where K is a constant, which varies across the senses, Δi is the

minimal change in the intensity of the stimulus necessary to produce a
j.n.d., and i is the intensity of the stimulus at the point at which the
change occurs.
For example, a shirt that is priced at Rs. 500 could be placed on a

discount sale and offered at Rs. 480, but in case it is priced at Rs. 2000,
it should be placed on a discount sale of Rs. 1750 to have the desired
impact. Similarly, if the price of a kilogram of sugar is increased by Rs. 2,
the consumer may not notice the change, but if it is increased by Rs. 10,
the consumer would immediately notice it.
Thus, j.n.d. is not an absolute but a relative concept. The change

between two stimuli is not perceived as absolute, but as an amount relative
to the strength and intensity of the original (or the first) stimulus. The
stronger the initial stimulus, the greater the intensity needed for the
second stimulus to be perceived as different from the first.
22
DIFFERENCE BETWEEN ABSOLUTE AND DIFFERENTIAL
THRESHOLD
CHARACTERISTICS ABSOLUTE DIFFERENTIAL

THRESHOLD THRESHOLD
DEFINITION The minimum intensity The minimum level of

of some stimulus that a difference a person can
person can notice with detect between stimuli
their sens with their senses
HOW IT IS MEASURED The lowes value The average of an

obtaine t upper and lower
of the
dtime threshold value
50%
BASED ON A CHANGE NO Yes
IN STIMULIE
USES MEAN No, it does not use an Yes, does use an

TH average
EVALUE it
averag
e
THE MINIMUMIS THAT The minimum intensity The minimum
DETERMINED differencein intensity
EXAMPLES Having a hearing test Having to

done where you listen betwee discriminat
to tones of varying ntones e two
intensities auditory
23
PRINCIPLES OF PERCEPTUAL SELECTION:
1. Selective Perception
Regardless of reality, people have a tendency to see, hear, and

believe what they actually want to see, hear, and believe. In other words,
consumers perceive things in a manner which they are used to or are
comfortable with, and in congruence with their needs and motives,
learning, attitudes, personality, values and beliefs, interests, experiences,
and other background characteristics. This is also called selective
comprehension and selective distortion.
2. Selective Exposure
While people are exposed to various stimuli at the same time, they
pay attention to some, and ignore others. People have a tendency to seek
out messages that they find are pleasant and sympathetic, and those
which conform to their attitudes, beliefs, and preconceived notions and
expectations. Further, people are selective about the stimuli they notice.
This is called selective exposure. For example, people often surf
channels, and zap and wander or leave the room during play of
advertisements or programmes which they find scary, painful, and
threatening.
3. Selective Attention
Of the many stimuli that people are exposed to, they pay attention to
those stimuli that they consider to be relevant in terms of (a) a match with
their needs and interests and/or (b) a consistency with their attitudes,
opinions, values and beliefs, and expectations. This is also called controlled
attention or directed attention. Sometimes, consumers attend to stimuli that
24
are novel and unexpected, surprising, threatening, or even intimidating. This
is known as involuntary attention.
4. Selective Retention
People fail to remember all that they are exposed to, and would
remember and retain what reinforces one’ s existing attitudes, opinions,
values and beliefs, and expectations. It is believed that an average
consumer remembers only 30 per cent of the information that he sees,
reads, and hears, and is exposed to. Thus, of all the stimuli that people are
exposed to, only some are stored and retained, to be retrieved later on. This
is known as selective retention.
5. Perceptual Defence
Sometimes people may select a stimulus which they later find as

psychologically threatening, uncomfortable, and unacceptable, thus leading
to uneasiness and anxiety. In such cases, they have a tendency to filter
out that stimulus, although initial exposure has taken place. This is called
perceptual defence.
6. Perceptual Blocking
When exposed to a large number of stimuli simultaneously, people

often get stressed out and block the various stimuli from their conscious
awareness. This is because the body cannot cope up with so many stimuli
at the same time. This is called perceptual blocking.
25
1.8.2 PERCEPTUAL ORGANIZATION
The second sub-process in the perceptual process is referred to

as perceptual organization. After an input has been received and given
attention to in the selection stage,it is organized into a coherent form as
conceptual schemata so as to extract meaning out ofit.
Perceptual organization arranges the stimulus into meaningful,

recognizable, and understandable patterns. When exposed to various
stimuli, human beings do not select them as separate and unrelated
identities, but they group them and perceive them as ‘ a unified or
meaningful whole’ .
Individual parts have no meaning, and are interpreted meaningfully

only as an identifiable whole. This organization of the stimulus is based
on certain principles, which were first proposed by the Gestalt school of
psychology, and hence the name ‘ Gestalt principles’ .
The Gestalt school originated in Austria and Germany towards the

end of the nineteenth century, and grew during the early part of the
twentieth century. While the school of thought finds its origins in the work
of Max Wertheimer, contributions by Immanuel Kant, Ernst Mach, Johann
Wolfgang von Goethe, Wolfgang Kohler, and Kurt Koffka have been
significant. Max Wertheimer, Wolfgang Kohler, and Kurt Koffka are
credited with the formation of the Gestalt school.
‘ Gestalt’ is a German word meaning ‘ pattern or configuration’ or

‘ form, shape, or figure’ , or ‘ unified whole’ . Human beings tend to view
a collection of different or even unrelated elements not as they exist, but as
a collection of elements configured as a whole form or patterns.
26
These factors are
i. Stimulus factors, and
ii. Individual factors.
1. Stimulus Factors
In terms of marketing, stimulus factors refer to the characteristics of

the product, brand, packaging, and advertisement. It includes
 Size,
 Intensity,
 Motion,
 Repetition,
 Familiarity and novelty,
 Colour and contrast,
27
1.8.3 PERCEPTUAL INTERPRETATION
The final sub-process in the perceptual process is referred to as

perceptual interpretation. After the input has been given attention, and has
been organized into a coherent form, a meaning is extracted out of it. As
processes, both perceptual organization and interpretation are intertwined,
as both have to do with deriving sense and assigning meaning to the
stimulus to which a person has been exposed.
Perceptual interpretation is a purely cognitive process, which is

responsible for extracting meaning out of the organized stimulus (‘ whole
picture’ ) that a person is exposed to. There are two different kinds of
knowledge structures that facilitate the process of perceptual
interpretation.
These are the schema and the script; the schema includes the
organized body of thoughts, beliefs, and feelings that a person has
about the stimuli (be it an object, a person, or a situation); the script
comprises the sequence of actions associated with such a stimulus..
The concept of perceptual constancy can be related the j.n.d. Due

to their ability and/or tendency to maintain constancy, people interpret a
stimulus as before although the stimulus may have undergone a change.
That is why the j.n.d. must be kept high enough so that it is noticeable by
the consumer, especially when a marketer has a new or improved version
to offer, which he wants the consumers to notice.
At this stage of the perceptual process, a perceiver may make

mistakes, and this could lead to misinterpretation of the stimuli. Such
mistakes are referred to as perceptual errors and perceptual distortions.
Perceptual errors occur due to a number of distorting influences. When
perceptions are inaccurate and faulty, and the resulting behavioural
28
responses are inappropriate and unbalanced, there occurs what is referred
to as a perceptual distortion.
In perceptual distortion, people interpret a stimulus in a manner that

supports their values, thoughts, and beliefs, and misinterpret what the
marketer actually wants to say. People often distort the stimulus (or the
information) to make it more congruent with existing values and beliefs.
This is known as selective interpretation. Perceptual errors and distortions
may occur due to various reasons.
1.9 NEED FOR THE STUDY
 To show the mindset of every consumer towards the product
 Consumer Perception builds the loyalty between brand and customer
 This study highlights Consumer feedback for specific products
 Consumer perception is largely influenced by the quality of Service

that has beendelivered by the brand.
 Consumer perception is vital to marketers and often underlies the

success or failure ofproducts in the market.
29
1.10 OBJECTIVES OF THE STUDY
 Study the Consumer Perception of Britannia Company
 To Identify the factors influencing the purchase of Britannia products
 To study the quality of consumer perception towards Britannia

Products and the Satisfaction level of customers towards the price
and service provided by the company.
 To study the attitudes and experience of Customer towards
Britannia products and suggest the valuable consumer perception
based on the findings.
1.10 CONCLUSION
Presentation is a psychological variable involved in the

purchase Decision Process that is known to influence Consumer
perception. Elective Perception is the process by which individuals
perceive what they want to in media messages and disregard the rest.
Seymour Smith, a prominent advertising researcher, found evidence
for selective perception in advertising research in the early 1960s, and
he defined it to be "a procedure by which people let in, or screen out,
advertising material they have an opportunity to see or hear. Selective
perceptions are categorized under two types: Low level Perceptual
vigilance and High level Perceptual defence. Perception can be
shaped by learning, memory and expectations.
30
COMPANY PROFILE
INTRODUCTION OF BRITANNIA INDUSTRIES
Britannia Industries is one of the India’ s leading food companies with a

100 year legacy and annual revenues in excess of Rs.9000cr. Britannia is
among the most trusted foor brands, and manufactures India’ s favourite brand
like Good Day, Tiger , Nutrichoice , Milk Bikis and Marie Gold Which are house
hold names in India.
Britannia’ s product portfolio includes Biscuits , Bread , Ckae , Rusk , and

Dairy products including Cheese , Beverages , Milk and Yoghurt. Britannia is a
brand which many generations of Indians have grown up with and our brands
are cherished and loved in India and the worldover. Britannia products are
available across the country in close to 5 million retail outlets and reach over
50% of Indian Homes.
31
ESTABLISHMENT
Britannia Industries Limited is an Indian company specialised in food

industry, part of the Wadia group headed by Nusli wadia. Founded in 1892 and
headquartered in Kolkata, it is one of India's oldest existing companies and best
known for its biscuit products. The company sells its Britannia tiger brand of
biscuits, breads and dairy products throughout India and abroad. Beginning
with the circumstances of its takeover by the Wadia Group in the early 1990s,
the company has been mired in several controversies connected to its
management. However, it still has a large market share and it is profitable
HISTORY
The company was established in 1892 by a group of British businessmen

with an initial investment of ₹295. Initially, biscuits were manufactured in a
small house in central Kolkata. Later, the enterprise was acquired by the Gupta
brothers, mainly Nalin Chandra Gupta, an attorney, and operated under the
name, V.S. Brothers. In 1918, C.H. Holmes, an English businessman based in
Kolkata, was taken on as a partner and The Britannia Biscuit Company Limited
was launched. The Mumbai factory was set up in 1924 and Peek Freans UK,
acquired a controlling interest in BritanniaBiscuit Company Limited.
During the Second World War, the government of British India needed a
continuous supplyof biscuits for British soldiers. The Britannia Biscuit Company
started supplying biscuits to British Army for several years, and the company
sometimes devoted 95% of its capacity to produce biscuits for the armed
forces. Biscuits were in high demand during World War II, which gave a boost
to the company's sales. The company name was changed to the current
Britannia Industries Limited in 1979.
In 1982, the American company Nabisco Brands, inc. acquired the parent
of Peek Freans and became a major foreign shareholder. In 1978, Britannia
came out with its public issue, and its Indian shareholding had increased to
32
62%, which firmly established Britannia as an Indian company. The 38%
foreign stake was owned by the UK-based Associated Biscuits International
Limited (ABIL).
In 1993, textile tycoon Nusli Wadia of Bombay Dyeing took control of the
company from Britannia's then-chairman Rajan Pillai, with the help of French
food giant Danone. In 2009, Wadia Group became the largest shareholder in
BIL after acquiring a 25% stake owned by Group Danone In December 2018, it
launched a new category, Treat Crème Wafers.
Britannia acquired a controlling stake in Kenya's Kenafric Biscuits in

October 2022. In September 2022, Varun Berry was appointed as Executive
Vice-Chairman and Managing Director of Britannia Industries Limited and
Ranjeet Kohli was also appointed as Executive Director and CEO. As of
December 2022, Britannia Industries Limited had a market capitalization of Rs.
1, 08,992.90 crores.
In December 2022, Britannia Industries entered into a joint venture

agreement with Bel SA of France and Britannia Dairy Private Limited (BDPL) to
develop, manufacture and sell cheese products in India and other markets.
Under the joint venture, Bel SA acquired a 49% stake in BDPL, a subsidiary of
Britannia Industries, for ₹262 crore and infused an additional ₹215 crore in the
joint venture.
In August 2022, the company expanded its product portfolio by entering

the Western Snacking market with the launch of its new product, Treat
Croissant. It also released a TV commercial featuring choreographer, actor and
director, Prabhu Deva
33
PRODUCTS
1. Biscuits
2. Bread
3. Dairy
4. Cakes
5. Rusk
6. Creme Wafer
7. Croissant
34
MISSION, VISION AND VALUES OF THE COMPANY
MISSION
Our Core Emphasis Across Portfolios Is On Healthy, Fresh And Delicious
Food.
VISION
We encourage our people to work in cross functional teams with a
concerted aim of sharing knowledge
VALUES
 Leadership
 Ownership
 Passion for learning
 Respect
35
BRITANNIA DEVELOPMENT IN TAMIL NADU
“Britannia announced that it has enhanced its investment plans from ₹300
crore to ₹550 crore over a period of 7 years in Tamil Nadu," the company said
in a statement. The proposed plant, with a land requirement of 85 acres, will
manufacture a variety of snacking products. The investment will help Britannia
generate an estimated 1,000 direct and indirect employment opportunities in
the state.
The southern state is one of the biggest markets for the maker of Tiger
biscuits and Good Day cookies. “ Tamil Nadu is one of our biggest and key
markets for growth. It is the most diversified market and we have over the
years invested towards strengthening our foothold in the state. We will continue
to balance growth across our key markets as we look to further deepen our
reach in the country," said Varun Berry, managing director, Britannia Industries.
The company is looking at an overall capex of about ₹700 crores to set

up new facilities in Uttar Pradesh, Tamil Nadu, and Bihar, while also expanding
manufacturing capabilities within in existing plants in the states of Maharashtra
and Odisha, said Berry. India’s long lockdown helped the sale of packaged
foods. Consumers stuck at home helped drive demand for the company’ s
cookies, butter, bread, and cheese.
36
OBJECTIVES OF THE COMPANY
SPECIFIC
All objectives set by Britannia Industries Ltd are specific and clear. This
helps employees, as well as managers, manage and maintain focus on the
targets and the end results that need to be achieved. At the same time, specific
objectives help managers determine skill development and training needs
within their departments as well.
MEASURABLE
Objectives at Britannia Industries Ltd are also measurable. This means

that all objectives can be tracked for progress. This is important for Britannia
Industries Ltd as it helps in meeting deadlines. The element of measurability is
added in objectives by adding quantifiable criteria for determining progress and
objective achievement.
ATTAINABLE
The goal should be attainable that even in stretching the abilities of the
employees and challenging them, it should remain possible to achieve. The
objectives at Britannia Industries Ltd are attainable in that they push the
employees out of their comfort zones but remain possible to achieve.
REALISTIC
Objectives at Britannia Industries Ltd are also attainable in that they are
realistic. This means that Britannia Industries Ltd sets objectives keeping in
view the organizational resources and constraints to be able to achieve
objectives effectively and within time.
37
TIMELY
Objectives at Britannia Industries Ltd are also time-bound in that they

have a specified start and finish date. The timeliness of the objective helps
Britannia Industries Ltd maintain a sense of urgency in employees, and keep
them motivated towards achieving the objective.
STRATEGIES OF THE COMPANY
BRITANNIA’ S MARKETING STRATEGY
Britannia has primarily concentrated on the creation of new products and

the promotion of nutrition and wellness. Taste, food, and life experiences are
increasingly closely linked in Britannia's marketing and social media efforts.
Britannia has also used celebrities to promote its different marketing
campaigns. In the baking, biscuits, and dairy industries, it has effectively
occupied a significant market share.
The brand has been relying only on traditional celebrity marketing,

ignoring the power of Influencer Campaigning, which may significantly
influence social media networks. The corporation competes in the market based
on an extensive distribution network, cost-effectiveness per unit, production
facilities close to markets, new goods, skilled personnel, and a wide range of
products.
BRITANNIA’ S PRODUCT STRATEGY
Britannia produces a wide range of biscuits and dairy items. Britannia's

product strategy comprises mostly cakes, dairy, biscuits, bread, and rusk in its
marketing mix. Britannia Marie Gold, Britannia Nutrichoice, Britannia Little
Hearts, Britannia Pure Magic, and more famous brands are among them. The
most well-known product is Britannia Tiger biscuits.
38
Tiger cookies are also sold in countries such as Australia, Malaysia, and
Indonesia. Thanks to cooperative agreements with dairy firms, Britannia can
now make and sell butter, ghee, curd, and cheese. Its products are primarily
aimed towards India's middle class, which makes up most of the population.
BRITANNIA’ S PRICING STRATEGY
Food production is a highly competitive sector. Competition is at the heart

of Britannia's marketing mix price strategy. Also, because the significant sector
is price-sensitive middle-class individuals, Britannia is forced to compete on
price.
Britannia strives to bundle its products, which lowers the cost of its
products. This is notably evident in their items made for family packs. Their
price discrimination method allows businesses to make more money from
customers who are prepared to pay more for healthier products and perks.
Britannia's prices are comparable to those of its competitors, mainly Parle's,
and they are practically identical.
BRITANNIA’ S ADVERTISING STRATEGY
Britannia employs various strategies in its promotional marketing mix,

including television commercials, print advertisements, and billboards. Britannia
has negotiated deals with celebrities to market its brand. However, the deals
have varied depending on the product. The sports industry accounts for a more
significant portion of its promotional operations.
Cricket bats with the Britannia emblem, which international players

approve, are an essential advertising tool. Britannia also markets its product as
"vital for excellent health," which appeals to consumers who are more
concerned about the nutritional content of what they eat.
39
CHAPTER 2
2.1 REVIEW OF LITERATURE
MEANING OF REVIEW OF LITERATURE
A literature review is a comprehensive summary of previous research

on a topic. The literature review surveys scholarly articles, books, and other
sources relevant to a particular area of research. The review should
enumerate, describe, summarize, objectively evaluate and clarify this
previous research. It should give a theoretical base for the research and
help you (the author) determine the nature of your research. The literature
review acknowledges the work of previous researchers, and in so doing,
assures the reader that your work has been well conceived. It is assumed
that by mentioning a previous work in the field of study, that the author has
read, evaluated, and assimilated that work into the work at hand.
LITERATURE REVIEW ON CONSUMER PERCEPTION
MK SCHOENGER (2022) Immersive environments (IEs), which allow

consumers to fully experience a real or artificial environment, have recently
gained importance in new food products’ evaluation. IEs aim to increase
isolated sensory booths’ external validity. In this article, we review the
implementation of IEs and provide an overview of state-of-the-art IE
research studies on food evaluation. Although recent literature reveals
various IEs, we propose a conceptual IE framework. Current studies’
conflicting results lead to the question whether applying IEs in food
evaluation is actually beneficial. We, therefore, assess IEs’ quality
compared to that of lab and natural consumption environments by focusing
on the differences in their liking scores, in their engagement scores, product
discrimination, and the reliability of their results. In terms of these aspects,
40
IEs’ application seems to be beneficial compared to research in a lab
environment, since it tends to show results that are similar to those that a
natural consumption environment provides. Focusing on practical
applications, we summarize the issues that researcher should consider
when implementing IEs. In addition, we describe directions for future
research on IEs when used in food evaluations.
R WATSON (2021) despite the relevance of possible long-term

consumer perceptions, behavioral intentions, and acquisition decisions
related to the COVID-19 pandemic, only limited research has been
conducted on this topic. Using and replicating data from Accenture, KPMG,
and McKinsey, we performed analyses and made estimates regarding how
the COVID-19 pandemic has reshaped customer attitudes, behaviors,
values, and expectations, reconfiguring consumer traits, sentiments, trust,
and engagement, and thus leading to altered purchasing decisions and
habits, and buying patterns in terms of psychological risk perception. The
results of a study based on data collected from 9,200 respondents provide
support for our research model. Descriptive statistics of compiled data from
the completed surveys were calculated when appropriate.
E STAMPA (2020) Intensive cattle production is one of the primary

causes of biodiversity loss. Pasture-based animal husbandry has the
potential to reverse this negative trend. Pasture- raised livestock products
represent a premium niche with an extra value through a cleaner
environmental footprint and care for animal welfare, including wildlife. This
review focuses on recent scientific findings in consumer behavior regarding
pasture-raised products. A systematic literature search was conducted in
online databases using a fixed search term. Thirty-nine relevant consumer
studies published between 2000 and 2019 in the English language were
selected for the review. The Alphabet Theory was applied as a theoretical
framework to analyze the findings.
41
H KENDALL (2019) Food fraud results from deliberate criminal intent
to adulterate or misrepresent food, food ingredients or packaging, and is
motivated by economic gain. Its occurrence has been identified across
various supply chains within local, regional and global food systems,
including within Europe. Incidents of food fraud may negatively impact on
consumer confidence of the food industry and in regulatory mechanisms
designed to prevent or mitigate food fraud. A systematic analysis of the
impacts of European food fraud incidents on European consumer
perceptions and attitudes is presented.
R FILIERI (2018) Online consumer reviews offer an unprecedented

amount of information for consumers to evaluate services before purchase.
We use the dual process theory to investigate consumer perceptions about
information helpfulness (IH) in electronic word-of- mouth (eWOM) contexts.
Results highlight that popularity signals, two-sided reviews, and expert
sources (but not source trustworthiness) are perceived as helpful by
consumers to assess service quality and performance. Although two-sided
reviews exercise a significant influence on perceived IH, their influence on
purchase intention was indirectly mediated by IH. IH predicts purchase
intention and partially mediates the relationship between popularity signals,
source homophily, source expertise, and purchase intention.
C HARTMANN, M SIEGRIST (2017) Our daily food choices have a

huge impact on the environment. Production of meat has a much larger
impact compared with the production of vegetable-based proteins. In order
to create a food production and supply system that is more sustainable
and environmentally friendly, food consumption behaviour needs to change.
A reduction of meat intake is necessary. The introduction of alternative
protein sources (e.g., insects or cultured meat) might be one possibility to
replace meat.
42
B SCHIVINSKI, D DABROWSKI (2016) Researchers and brand
managers have limited understanding of the effects social media
communication has on how consumers perceive brands. We investigated
504 Facebook users in order to observe the impact of firm-created and user-
generated (UG) social media communication on brand equity (BE), brand
attitude (BA) and purchase intention (PI) by using a standardized online
survey throughout Poland. To test the conceptual model, we analyzed 60
brands across three different industries: non-alcoholic beverages, clothing
and mobile network operators. When analyzing the data, we applied the
structural equation modeling technique to both investigate the interplay of
firm-created and user- generated social media communication and examine
industry-specific differences. The results of the empirical studies showed
that user-generated social media communication had a positive influence on
both brand equity and brand attitude, whereas firm-created social media
communication affected only brand attitude. Both brand equity and brand
attitude were shown to have a positive influence on purchase intention. In
addition, we assessed measurement invariance using a multi-group
structural modeling equation. The findings revealed that the proposed
measurement model was invariant across the researched industries.
However, structuralpath differences were detected across the models.
C FELDMANN, U HAMM (2015) This article reviews the scientific

literature on local food from the consumer’ s perspective and analyses
findings through the application of the Alphabet Theory – a newly
developed theoretical framework for consumer behavior towards
alternative food choices. As consumers’ interest in local food has steadily
increased in the pastfifteen years, so has the number of research studies
on consumers’ attitudes and purchase behavior with regard to local food.
O SABRI (2012) Practitioners frequently use taboo themes in ads but

the subject of taboo has received little attention in advertising research. This
article proposes a new conceptualization and measure of consumer
perception of taboo in advertising. Using the new measure, an empirical
43
study reveals that – for a general audience – the use of sexual taboo and
death taboo themes in ads produces a more negative brand attitude and
triggers social normative pressure that reduces intention to purchase the
advertised product.
DJ TROY, JP KERRY (2010 ) The relationship between consumer

perception of quality and the food industry's drive to satisfy consumer needs
is complex and involves many different components. Science and innovation
play a major role in equipping the industry to respond to consumer concerns
and expectations.
HH CHANG, SW CHEN (2009) Customer interface quality, perceived

security, and customer loyalty are critical factors for success of an e-
commerce website; however, the relationships among them are not fully
understood. We proposed a model for testing the relationships among them
and the important outcomes of the site: switching costs and customer
loyalty. Data was collected to test the model using a web-based survey, and
empirical analyses were performed using SEM. The analytical results
demonstrated that customer interface quality and perceived security
positively affected customer satisfaction and switching costs, and thus
customer loyalty to an e-commerce website. Specifically, our study showed
that switching costs positively moderated the effect of customer satisfaction
on customer loyalty; this moderating effect is discussed.
K DEWETTINCK, F VAN BOCKSTAELE (2008) Bread contains a

number of
important nutritional ingredients providing a positive effect on human health.

However, the consumption of bread has declined by 13.8% during the
period 1999– 2003 (VLAM, 2005), due to factors such as changing eating
patterns and increasing numbers of choices of substitutes such as breakfast
cereals and fast foods.
44
LITERATURE REVIEW ON BRITANNIA
Jun Kang, Zihe Diao, Marco Tulio Zanini (2021) A review of

business-to-business marketing responses to the COVID-19 crisis in
China was conducted.
Nine marketingresponses built on core business processes were classified
into three categories: Embedded in product development management
process (stretching product lines to meet urgent needs, expanding product
lines to meet urgent needs and adjusting products proactively for emerging
needs), Built on supply chain management process (coordinating suppliers
to meet surging demand, migrating to digital distribution channels and
solidarity with supply chain members),Related to customer relationship
management process (investing in advertising and promotion, cross-selling
to existing customers and supporting customers). In addition, it provides five
practical suggestions for business-to-business firms to cope with the
COVID- 19 crisis.
Afreen Mehek (2020) This paper mainly focuses on three goals. The
first one is to capture the attention of the targeted market which means
advertising the products and making the products in accordance with the
needs of the customers. The second one is to facilitate their decision-making
process by educating them about the products and the values they are
required to know. The third one is to provide the consumers and ensuring
them with low-risk ways to become more educated about the products. The
basic concept behind this marketing concept is producing the products by
the organization after knowing the needs and demands of the targeted
market. This works on customer’ s values and needs which helps in making
large sales and huge profits. Therefore, marketing management is based on
analyzing, planning, implementing, and controlling the marketing plan.
45
S RAMYA (2019) Brand fidelity should be the main source of a
company. Britannia Industries Limited is an Indian food products
corporation. Britannia has an estimated market share of 38%.The study has
been undertaken with a view to examine the brand fidelity of Britannia
products in Coimbatore city. The focus of this study is to know about the
overall satisfaction about Britannia products loyalty that is being rendered by
the companies. It is purely based on the view points, feelings and also the
response expressed by the customers of Coimbatore city. The study also
reveals the reason for buying the Britannia products. The study outcome
indicates that the customers were satisfied towards the Britannia products.
From this study it is concluded that the demographic variables such as age,
group are having great impact on the fidelity of Britannia products.
Neil A Morgan, Kimberly A Whitler, Hui Feng, Simos Chari (2019)

Marketingstrategy is a construct that lies at the conceptual heart of the field
of strategic marketing and is central to the practice of marketing.. They
develop a new conceptualization of the domain and sub-domains of
marketing strategy and use this lens to assess the current state of marketing
strategy research by examining the papers in the six most influential
marketing journals over the period 1999 through 2017. They uncover
important challenges to marketing strategy research- not least the
increasingly limited number and focus of studies, and the declining use of
both theory and primary research designs. To guide such research, they
develop a new research agenda that provides opportunities for researchers
to develop new theory, establish clear relevance, and contribute to
improving practice.
UMA ESWARI (2017) The Financial Statement analysis is largely a

study of relationship among the various financial factors in a business as
disclosed by a single set of statements, and a study of the trend of these
factors as shown in a series of statements. This project report covers all the
aspects relating to the Profitability ratios of Britannia industries Ltd
interpreted according to standards. Britannia was incorporated in 1918 as
46
Britannia Biscuits Co LTD in Calcutta. In 1924, Pea Frean UK acquired a
controlling stake, which later passed on to the Associated Biscuits
International (ABI) and UK based company. The company is engaged in the
manufacture of biscuits, Rusks, cookies and cakes. Britannia operates in a
single segment, foods including bakery products such as biscuits, bread,
cakes, Rusk, and dairy products. The company is headquarter in Kolkata,
India and employs 2,358 people Global Markets Direct, the leading business
information provider, presents an in-depth business, strategic and financial
analysis of Britannia Industries Ltd.
Dr. V. Suresh Babu (2016) the present study entitled consumer

preference towards Britannia biscuits, a study with reference to Madurai is
intended to enquire into the factor that influences their choice of biscuits with
respect to Britannia biscuit. Consumer preference varies from brand to
brand on the basis of quality, price, style, taste, advertising and peer
influence. The complication undergone by the researcher to identify
customers reaction are many the researcher’ s interest to know the degree
to which consumer preference varies with age, education, occupation or
other, characteristics prompted the selection of this study. In modern
business it is important to know the brand preference of the product this can
increase the level of the consumer satisfaction and value of profit by selling
the products. Only when the consumer give preference for a particular
brand, consumer will buy and they will not buy any other productother than a
particular brand.
Pradeep raj T, Ramkumar R. And Subramani A.K. (2015) In this

study on customer satisfaction as regards good day biscuits among 50
respondents in Chennai found that majority of male respondents consume
Britannia biscuits . Most of the respondents were aware of Britannia brand
followed by Sunfeast and 1981 Parle-G and they are satisfied with the taste,
brand image and packing of biscuits. It was found that majority of customers
were loyal to Britannia brand.
47
Dr. N. VELMATHI (2015) Profitability is a sign that business has
reached a certain level of competence. Profitability is the profit earning
capacity which is a crucial factor contributing for the survival of the firms.
The profitability level should maintain at increasing level in order to avoid
this problem. A variety of Profitability Ratios can be used to assess the
financial health of a Britannia Industries Ltd. And can be tracked over a
period of years to identify emerging problems. The study is analytical in
nature. The data used for the study is secondary data. The required data for
the Britannia Ltd. was collected from the Annual Reports of the company
from the period 2008-09 to margin ratios, example Gross Profit ratio, Net
Profit ratio, operating profit ratio ii) Rate of return ratios example Return on
capital employed, Return on net worth and Earning per share. Former ratios
show the relationship between profit and sales later indicates relationship
between profit and investment. She has found profitability position of
Britannia Industries Ltd. is very good it is evidently proved through ratios and
correlation analysis.
Sulekha Goyat (2011) This article addresses the research question,

what is the best method of consumer market segmentation. It deals with the
issues that are already discussed by the researchers and also identifies the
research gap for the further researches. It focuses on the definition, basis of
market segmentation and issues related to market segmentation in detail.
This research paper will provide information about the knowledge gap and
will show a path for future research in the area of market segmentation,
which is the heart of marketing now a day.
Eva K Foedermayr, Adamantios Diamantopoulos (2008) Although

segmentation decisions are critical for achieving differential advantage in an
increasingly competitive marketplace, the empirical investigation of how
segmentation decisions are actually conductedby firms in business practice
has not been a major focus of extant research. Accordingly, the purpose of
this paper is threefold: first, the identified empirical studies are assessed in
terms of their methodological characteristics in order to establish the
48
soundness of extant empirical evidence on firms' market segmentation
practices. Second, findings relating to all stages making up the market
segmentation process are reviewed and contrasted with normative
segmentation literature to identify issues of agreement and divergence;
discrepancies imply either lack of familiarity with and confidence in
normative guidelines or difficulties with the implementation of these
guidelines into actual business practice. Third, based on disclosed research
gaps relating specifically to each stage of the market segmentation process,
a navigation chart for future empirical research is developed to encourage
further study in those areas that have been insufficiently addressed by
extant research.
Andreas Birnik, Cliff Bowman (2007) This paper reports the findings
of a systematic review of literature on marketing mix standardization in
multinational corporations. The objective is to extract and synthesize ‘ best
evidence’ regarding marketing mix standardization practices in
multinational corporations and to identify evidence regarding the
performance impact of marketing mix standardization. Beyond relevance to
an academic audience, this review could be useful for management
practitioners in multinationals seeking to integrate operations across
borders. In this context, the paper seeks to make a contribution to evidence
based policy and practice
V Kumar, J Andrew Petersen (2005) It is becoming increasingly

apparent from the literature that marketers need to consider customer-level
information when they generate a marketing strategy for the firm. In this
article, the authors develop a customer-focused framework that uses a
marketing strategy with an overall objective of maximized financial
performance. This strategy is driven by seven customer-level marketing
tactics and shows how actual customer data can be used to generate an
actionable marketing strategy leading to optimal levels of profitability,
customer equity, and shareholder value. In addition, the authors discuss a
successful implementation of this strategy for several business-to-business
49
and business-to-consumer firms and offer insights as to how to customize an
implementation strategy for any firm, along with presenting potential
challenges a firm may encounter during the implementation process.
Several suggestions for future research are offered to explore and harness
this newly available evidence.
Dipak Jain, Siddhartha S Singh (2002) As we go through the

information revolution, new marketing areas and issues are emerging that
warrant in-depth research. New problems present themselves to
investigation and old problems can be analyzed in better ways due to the
availability of better data. Customer lifetime value (CLV) analysis is one such
area in marketing those benefits from this new development. The notion of
lifetime value of a customer has been well accepted by both researchers
and business practitioners. It is normally believed that long- lifetime
customers are more profitable to a firm. Reichheld and Teal (1996)
attributed the increase in profits from loyal customers to the price premium
paid by loyal customers, the added profits from sales through referrals, profit
from cost savings obtained by serving an old customer, and revenue growth
from a loyal customer due to increase in sales to that customer. These can
be considered as summary of the commonly held reasons for increase in
profitability from long-lifetime customers.
50
Jagdish N Sheth, Atul Parvatiyar (2001) International marketing is
undergoing a transformation to become integrated global marketing. The
emphasis has shifted from understanding and explaining between‐country
differences to identifying transnational similarities; and from country‐by‐
country functional adjustment of marketing mix elements to seeking global
cross‐functional integration. In this paper, the authors discuss how the
contextual factors of international marketing are changing to make between‐
country differences less relevant for international marketing practice. The
emergence of integrated global marketing has a greater potential for theory
development in international marketing as it is not contextually bound and
thus can be generalized.
51
CHAPTER 3
RESEARCH METHODOLOGY
INTRODUCTION
This chapter is grounded in research, the methodology and design

used by the researcher infinding out the final result. It discusses conceptual
framework and research model for present research also. This chapter has
gone through with the definition of research and research methodology,
objectives of the research study and hypotheses. This chapter discusses
types of data, sampling, area of study, the number of respondents, tools and
techniques to be used for data collection briefly. An additional significant
element of this chapter is research design and conceptual design made by
the researcher herself with the aid of her respected supervisor. The current
chapter provides an insight into the basic research concepts.
3.1 MEANING OF RESEARCH DESIGN
Research design is a plan to execute the research project. The

appropriate design depends on the research objectives and the required
data in attaining the same. There is a series of debate regarding better or
appropriate research design.
Research design defined as the blueprint for the collection,

measurement and analysis of data. Research design provides direction,
ensures smooth and economical conduct of research. It is also a control tool
for the researcher and the critics to evaluate the study.
After the acceptance of research proposal, the researcher faces the

important task of working out the details. We have to elucidate on the
method of drawing a sample, the method of collecting and arranging the
data and develop an instrument for collecting data.
52
All these tasks which are concerned with working out the condition of
conducting a research are detailed in research design. Through this design,
a researcher is able to test the variety of the hypothesis on the basis of
resulting data.
A research design is a study scheme, framework, an approach

designed to answer study concerns or issues. The plan is research's full
scheme or program. It involves a summary of what the researcher will do
from composing the hypotheses and their functional consequences to
ultimate data analysis. (Kerlinger 1986:279) A research design is a
procedural scheme taken by the investigator to reply validly, objectively,
appropriately and economically.
According to Selltiz, Deutsch, and Cook,' A study structure is the

structure of circumstances for information compilation and evaluation in a
way that seeks to add significanceto the study objective with the economy in
process' (1962:50). Through a research design, we plan and express our
choices about what study design we plan to use, how to gather data from
participants, how to pick participants, how to analyze the data we are
supposed to obtain and how to express our results. In the current study,
exploratory research was commissioned in the first stage to provide insights
and understanding of the research problem.
The explorative study is performed to determine the best study design,

data collection methods and the choice of topics, for problems not studied
more obviously, to identify objectives, to create operational definitions and
to enhance the final study design1 . Many studies (Hamzaoui and Zahaf,
2008; Tsakiridou and Mattas, 2008; Kuznesof et.al., 1997; Squires and
Bettina, 2001; Hammitt ,1990; Chen, 2012; Misra and Singh, 2016) have
adopted exploratory research design to study the various aspects of organic
food In the exploratory phase of this research an extensive review of
literature was done. The literature reviewed including the major concepts
like perception, attitude, food choice behavior, and food neophobia.
53
The Review of literature provided insight into the concept and its
relation to organic food choice. In the second phase, Descriptive research
design is employed to collect the information from respondents and describe
their characteristics. In addition, the descriptive characteristics of the
research study variables are described in this phase. The research design
was regarded descriptive because the current study examined consumer
choice in relation to organic food. It is concerned with the conditions or
relationships that exists, opinions that are held, processes that are going on,
effects that are evident, or trends that are developing.
Descriptive research is a status study and is commonly used in the

behavioral sciences (Koh and Owen, 2000) and organic food related studies
(Misra and Singh, 2016). Descriptive study produces qualitative and
quantitative information that at some stage determine the state of nature
(Koh and Owen, 2000).
It is primarily concerned with the present, although it often considers

past events and influences as they relate to current conditions (Best and
Kahn, 1983). Since the present investigation aimed to study the food choice
behaviour of organic consumers, factors influencingconsumers, the research
design was considered as descriptive.
3.2 METHODS OF DATA COLLECTION
In Statistics, data collection is a process of gathering information from

all the relevant sources to find a solution to the research problem. It helps to
evaluate the outcome of the problem. The data collection methods allow a
person to conclude an answer to the relevant question. Most of the
organizations use data collection methods to make assumptions about
future probabilities and trends. Once the data is collected, it is necessary to
undergo the data organization process.
54
The main sources of the data collections methods are “ Data” . Data
can be classified into two types, namely primary data and secondary data.
The primary importance of data collection in any research or business
process is that it helps to determine many important things about the
company, particularly the performance. So, the data collection process plays
an important role in all the streams. Depending on the type of data, the data
collection method is divided into two categories namely,
 Primary Data Collection methods
 Secondary Data Collection methods
PRIMARY DATA COLLECTION METHOD
Primary data or raw data is a type of information that is obtained

directly from the first- hand source through experiments, surveys or
observations. The primary data collection method is further classified into
two types. They are
 Quantitative Data Collection Methods
 Qualitative Data Collection Methods
QUANTITATIVE DATA COLLECTION
It is based on mathematical calculations using various formats like

close-ended questions, correlation and reggression methods, mean, median
or mode measures. This method is cheaper than qualitative data collection
methods and it can be applied in a short duration of time.
QUALITATIVE DATA COLLECTION
It does not involve any mathematical calculations. This method is

closely associated with elements that are not quantifiable.
55
This qualitative data collection method includes interviews,
questionnaires, observations, case studies, etc. There are several methods
to collect this type of data.
 Observation method
 Interview method
 Questionnaire Method
SECONDARY DATA COLLECTION METHOD
Secondary data is data collected by someone other than the actual

user. It means that the information is already available, and someone
analyses it. The secondary data includes magazines, newspapers, books,
journals, etc. It may be either published data or unpublished data.
Published data are available in various resources including
Government publications
Public records
Historical and statistical documents
Business documents
Technical and trade journals
Unpublished data includes
Diaries
Letters
Unpublished biographies, etc.
56
3.3 SAMPLE SIZE
The sample size is a term used in market research for defining the
number of subjects included in a sample size. By sample size, we
understand a group of subjects that are selected from the general population
and are considered a representative of the real population for that specific
study.
For example, if we want to predict how the population in a specific age

group will react toa new product, we can first test it on a sample size that is
representative of the targeted population. The sample size, in this case, will
be given by the number of people in that age groupthat will be surveyed.
3.4 SAMPLING METHOD
When you conduct research about a group of people, it’ s rarely

possible to collect data from every person in that group. Instead, you select
a sample. The sample is the group of individuals who will actually participate
in the research.
To draw valid conclusions from your results, you have to carefully

decide how you will select a sample that is representative of the group as a
whole. This is called a sampling method. There are two primary types of
sampling methods that you can use in your research:
 Probability Sampling involves random selection, allowing you to

make strong statisticalinferences about the whole group.
 Non Probability Sampling involves non-random selection based on
convenience or othercriteria, allowing you to easily collect data.
57
3.5STATISTICAL TOOL USED FOR DATA ANALYSIS
PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio. Percentages are used in

making comparison between two or more series of data. Percentage can
also use to compare the relative terms, the distribution of two or more series
of data. The easy and simplicity of calculating, the general understanding of.
Its purpose and the universal applicability of the percent static have made it
most widely and standardized tool in researches
PERCENTAGE ANALYSIS FORMULA
In this project percentage method test was used. The percentage

method is used to know the accurate percentages of the data we took, it is
easy to graph out through the percentages. The following is the formula
Percentage Of Respondent = No. Of Respondent / Total No. Of

Respondent x 10
58
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
Age Classification of the Respondents
Following are the table and chart showing the age classification of
respondents
Table 4.1
AGE FREQUENCY PERCENTAGE %
18-25 77 69.4
26-35 9 8.1
36-45 9 8.1
Above 16 14.4
45
TOTAL 111 100
INTERPRETATION
From the given chart it is observed that 69.4% respondents are in the
age group of 18-25 years, 8.1% of respondents are in the age group of 26 -
35 years, 8.1% of the respondents are in the age group of 36 - 45 years and
14.4% are in the age group of Above 45 years.
Hence the majority of the respondents’ i.e, 69.4% are in the age
group between 18 and 25 years with regard to consumer perception towards
Britannia Products.
59
Chart 4.1.1
14.4 18-25 26-35

8.1
8.1
69.4
36-45 Above 45
Gender Classification of the Respondents
Following are the table and chart showing the gender classification of
respondents
Table 4.2
GENDER FREQUENCY PERCENTAGE%
Female 54 48.6
Male 57 51.4
Prefer not to 0 0
say
TOTAL 111 100
60
INTERPRETATION
From the given chart it is observed that 51.4% of respondents are Male,
and 48.6% areFemale, None of them preferred not to say.
Hence the majority of the respondents’ i.e, 51.4% of Male are with
regard to ConsumerPerception towards Britannia Products.
DOUGHNUT Chart 4.2
Female Male
48 Prefer Not to say
51
Education Classification of the Respondents
Following are the table and graph showing the education classification of
respondents
61
Table 4.3
RESPONSDENTS FREQUENCY PERCENTAGE %
School education 3 2.7
Under Graduation 85 76.6
Post Graduation 15 13.5
Professional 5 4.5
Doctorate 3 2.7
TOTAL 111 100
INTERPRETATION
From the given chart it is observed that 2.7% of the respondents are in
School education, 76.6% are Under Graduate, 13.5% are Post Graduate,
4.5% are Professional and 2.7% are Doctorate.
Hence the majority of the respondents’ i.e, 76.6% are Under
Graduates with regard to consumer perception towards Britannia Products.
COLUMN Chart 4.3
9 76.
0
8
0
7
0
6
0
5
0
4 13.
2. 4. 2.
ShoolUGPGProfessional
62
Occupation Classification of the Respondents
Following are the table and graph showing the classification

of respondents on Occupation
Table 4.4
RESPONSDENTS FREQUENCY PERCENTAGE
Self Employed 8 7.2
Employed 28 25.2
Unemployed 6 5.4
Professional 2 1.8
Student 67 60.4
TOTAL 111 100
INTERPRETATION
From the given chart it is observed that 7.2% of the respondents are
Self Employed, 25.2% of the respondents are employed, 5.4% of the
respondents are Unemployed, 1.8% of the respondents are Professional and
60.4% of the respondents are Students.
Hence the majority of the respondents’ i.e, 60.4% are Students with
regard to Consumer Perception towards Britannia Products.
63
Chart 4.4
70
60 60.4
50
40
30
20
10
25.2
0
7.2 5.4 1.8

Self Employed
Employed UnemployedProfessional Student
Occupation
Income (per month) Classification of the Respondents
Following are the table and graph showing the Income (per month)
classification of respondents
Table 4.5
RESPONSDENTS FREQUENCY PERCENTAGE%
Less than 25000 66 59.5
25001 - 50000 16 14.4
50001-100000 16 14.4
Above 1Lakh 13 11.7
TOTAL 115 100
64
INTERPRETATION
Less than Rs25000,14.4% of the respondents are Rs25001 –
50000,14.4% of the respondents are Rs 50001-100000,and 11.7% of the
respondents are Above 1 Lakh .
Hence the majority of the respondent’ s i.e, 59.5% of respondents are
Less than Rs25000 income (per month) with regard to Consumer Perception
towards Britannia Products.
AREA CHART 4.5
70
60
50
40 59.5
30
14.4 14.4
11.7
20
10
0
Less than 25000 25001 - 50000 50001-100000 Above 1Lakh
65
Location Classification of the Respondents
Following are the table and graph showing the Location classification of
respondents
Table 4.6
City 99 89.2
City Outskirts 4 3.6
Town 3 2.7
Village 5 4.5
TOTAL 111 100
INTERPRETATION
From the given chart it is observed that 89.2% of the

respondents are in City, 3.6% of the respondents are in City Outskirts, 2.7%
of the respondents are in Town, and 4.5% of the respondents are in the
Village Group.
Hence the majority of the respondents, i.e, 89.2% respondents are in
City with regard to Consumer Perception towards Britannia Products.
66
2.7
4.5
City
3.6
City Outskirts
Town
Village
89.2
PIE Chart 4.6
How do you get to know about Britannia classification of Respondents
Following are the table and graph showing the How do you get to know
about Britanniaclassification of Respondents
Table 4.7
RESPONSDENT FREQUENCY PERCENTAGE%

S
Advertisement 66 59.5
Social Media 8 7.2
Friends 4 3.6
Family 17 15.3
Shops 16 14.4
offer 0 0
TOTAL 111 100
67
INTERPRETATION
From the given chart it can be observed that 59.5% of the

respondents are known through Advertisement, 7.2% of the respondents are
through Social Media, 3.6% of the respondents are through Friends, 15.3%
of the respondents are through Family, 14.4% of the respondents are
through shops and 0 from Offer. Hence the majority of the respondents,
i.e, and 59.5% are respondents who lie in the Advertisement with regard to
Consumer Perception towards Britannia Products.
BAR CHART 4.7
offer 0
Shops
14.4
Family
Friends
Social
15.
Media
Advertisement 3
3.6 Sales
7.2
59.5
0 10 20 30 40 50 60 70
68
Which Brand of Biscuits you are using mostly?
Following are the table and graph showing the Which Brand of Biscuits
you are usingMostly classification of Respondents
Table 4.8

ITC 12 10.8
Parle 11 9.9
Unibic 16 14.4
Britannia 67 60.4
Others 5 4.5
TOTAL 111 100
INTERPRETATION
ITC, 9.9% of the respondents are Parle, 14.4% of the respondents are
Unibic , 60.4% of the respondents are Britannia and 4.5% of the
respondents are Others.
Hence the majority of the respondents, i.e, 60.4% respondents are in

Britannia with regard to Consumer Perception towards Britannia Products.
69
LINE CHART 4. 8
70
60 60.4
50
40
30
20
14.4
10
10.8 9.99 4.5
0
ITC Parle UnibicBritanniaOthers
What product of Britannia you’ re aware of?
Following are the table and graph showing the what product of
Britannia you’ re aware of classification of Respondents
TABLE 4.9

S
Biscuits 35 31.5
Bread 30 27
Dairy 0 0
Croissant 15 13.5
Cakes 10 9
Rusk 15 13.5
Creme Waffer 6 5.4
TOTAL 111 100
70
INTERPRETATION
in Biscuit, 27% of the respondents are in Bread, 0% of the respondents are
in Dairy, 13.5% of the respondents are in Croissant , 9% of respondent are
in Cake , 13.5% of respondent are in Rusk, 5.4% of respondent are in
Creme Wafer.
Hence the majority of the respondents, i.e, 31.5% of the respondents

are in Biscuit with regard to Consumer Perception towards Britannia
Products.
COLUMN CHART 4.1.9
100%
80%
60%
31.5 27
13.5 9
40% 13.5 5.4
20%
0%
71
What biscuits of Britannia you prefer
Following are the table and graph showing the what biscuits of Britannia
you preferclassification of Respondents
TABLE 4.10

S
Good Day 20 18
Crackers 2 1.8
Nutri choice 3 2.7
Marie Gold 40 36
Tiger 9 8.1
Milk Bikis 6 5.4
Jim Jam 10 9
Bourban 10 9
Little Heart 6 5.4
Pure Magic 2 1.8
Nice Time 3 2.7
TOTAL 111 100
INTERPRETATION
From the given chart it can be observed that 18% of the respondents
are in Good Day, 1.8% of the respondents are in Crackers , 2.7% of the
respondents are in Nutri Choice, 36% of the respondents are in Marie Gold ,
8.1% of respondent are in Tiger , 5.4% of respondent are in Milk Bikes, 9%
of respondent are in Jim Jam, 9% of respondent are in Bourbon , 5.4% of
respondent are in Little Heart ,1.8% of respondent are in Pure Magic and
2.7% respondent are in Nice Time. Hence the majority of the respondents,
i.e, 36% of the respondents are in Marie Gold with regard to Consumer
72
Perception towards Britannia Products.
40
35
30
25
20 36
15
10 18
5 1.8 2.7 8.1 5.4 9 9 5.41.82.7
0 CrackersNutri choice Milk Bikis LittlePureNice HeartMagicTime
Good Marie Tiger Jim Jam Bourban
Day Gold
AREA CHART 4.10
How long you have been using the Britannia?
Following are the table and graph showing the How long you have
been using the Britannia classification of Respondents
Table 4.11

S
Below 5 years 11 9.9
6 - 10 Years 25 22.5
11 - 15 years 17 15.3
Above15 years 58 52.3
TOTAL 111 100
INTERPRETATION
below 5 years, 22.5% of the respondents are 6-10 years, 15.3% of the
respondents are in 11-15 years and 52.3% of the respondents are above 15
years.
73
Hence the majority of the respondents, i.e, 52.3% who lie above 15
years with regard to Consumer Perception towards Britannia Products.
DOUGHNUT CHART 4.11
9.9
Below 5 years
22.5
6 - 10Years
52.3
11 - 15 years
15.3
Above 15 years
Where do you purchase the products of Britannia?
Following are the table and graph showing Where do you purchase the
products of Britanniaclassification of Respondents
TABLE 4.12

S
Grocery shop 36 32.4
Departmental 30 27
store
Super Market 33 29.7
Petty shop 12 10.8
Others 0 0
TOTAL 111 100
74
INTERPRETATION
in Grocery shop, 27% of the respondents are in Departmental store, 29.7%
of the respondents are in Super Market, 10.8% of the respondents lie in Petty
shop and 0 respondents in Others.
Hence the majority of the respondents, i.e, 32.4% who lie in Grocery
shop with regard to Consumer Perception towards Britannia Products.
PIE CHART 4.1.12
0%
11%
32% Grocery shop

Departmental store
Super Market Petty shop

30%
Others
27%
75
What quantity of Biscuits you would purchase?
Following are the table and graph showing what quantity of Biscuits you
would purchaseclassification of Respondents
TABLE 4.13

S
Small 29 26.1
Medium 71 64
Big 11 9.9
TOTAL 111 100
INTERPRETATION
From the given chart it can be observed that 26.1% of the respondents
lie in Small, 64% ofthe respondents lie in Medium and 9.9% of the
respondents lie in Big,
Hence the majority of the respondents, i.e, 64% who lie in Medium
quantity with regardto Consumer Perception towards Britannia Products.
76
LINE CHART 4.13
7
6
6
0
5
0
26.
2
0
9.
0
Smal Mediu Bi
How frequently you would purchase the products of Britannia?
Following are the table and graph showing how frequently you would
purchase the products of Britannia classification of Respondents
TABLE 4.14

S
Regularly 54 48.6
Occasionally 30 27
Rarely 13 11.7
Frequently 14 12.6
TOTAL 111 100
INTERPRETATION
From the given chart it can be observed that 48.6% of the respondents
are regular, 27% of the respondents are occasionally and 11.7% of the
respondents are rarely and 12.6% of the respondents are frequently.
77
Hence the majority of the respondents, i.e, 48.6% who lie in regularly
with regard to Consumer Perception towards Britannia Products.
COLUMN CHART 4.14
50 48.6
45
40
35
30
25 27
20
15
10
5 11.7
0 12.6
Regularly
Occasionally
Rarely
Frequently
Why do you prefer Britannia Biscuits than other biscuits?
Following are the table and graph showing why do you prefer Britannia
Biscuits than otherbiscuits classification of Respondents
TABLE 4.15
RESPONSES FREQUENCY PERCENTAGE%

Taste 49 44.1
Quality 40 36
Quantity 14 12.6
Packaging 3 2.7
Pricing 5 4.5
TOTAL 111 100
78
INTERPRETATION
Taste, 36% of the respondents are Quality , 12.6% of the respondents are
Quantity, 2.7% of the respondents are Packaging and 4.5% of respondent
are Pricing.
Hence the majority of the respondents, i.e, 44.1% who lie in Taste with
PIE CHART 4.15
2.7
4.5
Taste
12.6
Quality
44.1
Quantity
Packaging
36 Pricing
Are you satisfied by using Britannia Biscuits?
Following are the table and graph showing Are you satisfied by using
Britannia Biscuitsclassification of Respondents
79
TABLE 4.16

Very Satisfied 36 32.4
Satisfied 62 55.9
Neutral 12 10.8
Dissatisfied 1 0.9
Very Dissatisfied 0 0
TOTAL 111 100
INTERPRETATION
Very Satisfied, 55.9% of the respondents are Satisfied , 10.8% of the
respondents are Neutral, 0.9% of the respondents are Dissatisfied and 0%
of respondent are Very Dissatisfied.
Hence the majority of the respondents, i.e, 55.9% who lie in Satisfied
BAR CHART 4.16
Very dissatisfied0
Dissatisfied0.9
Neutral 10.8
Satisfied 55.9
Very Satisfied 32.4
0102030405060
80
Will you buy more quantity when any free offer is offered along with
regular ones?
Following are the table and graph showing will you buy more quantity
when any free offer is offered along with regular ones classification of
Respondents
TABLE 4.17
YES 60 54.1
NO 16 14.4
MAY BE 35 31.5
TOTAL 111 100
INTERPRETATION
Yes, 14.4% of therespondents are No, 31.5% of the respondents are May Be.
Hence the majority of the respondents, i.e, 54.1% of them are yes
with regard toConsumer Perception towards Britannia Products.
81
DOUGHNUT CHART 4.17
Yes
31
No
54
14 Maybe
Do you check the manufacture and expire date?
Following are the table and graph showing Do you check the
manufacture and expiredate classification of Respondents
TABLE 4.18

YES 94 84.7
NO 8 7.2
MAYBE 9 8.1
TOTAL 111 100
82
INTERPRETATION
Yes, 7.2% of therespondents are No, 8.1% of the respondents are May Be.
Hence the majority of the respondents, i.e,84.7% are Yes with regard
to ConsumerPerception towards Britannia Products.
COLUMN CHART 4.18
84.7
90
80
70
60
50
40
30
20
10
0
7.2
8.1
YES Sales
NO
May Be
Whom/What influenced to purchase the Biscuits?
Following are the table and graph showing Whom/What influenced to

purchase the Biscuits classification of Respondents.
83
TABLE 4.19
FAMILY 44 39.6
FRIENDS 5 4.5
ADVERTISEMENT 33 29.7
NO IDEA 29 26.1
TOTAL 111 100
INTERPRETATION
Family, 4.5% of the respondents are Friends, 29.7% of the respondents are
in Advertisement and 26.1% of respondent are No Idea.
Hence the majority of the respondents, i.e, 39.6% who lie in Family
LINE CHART 4.19
45
40
35 39.6
30 29.7
25 26.1
20
15
10
5
0 4.5
84
For what purpose you are purchasing the Britannia Products?
Following are the table and graph showing. For what purpose you are
purchasing theBritannia Products classification of Respondents
TABLE 4.20

BRUNCH 13 11.7
EVENING 77 69.4
SNACKS
TIME PASS 20 18
OTHERS 1 0.9
TOTAL 111 100
INTERPRETATION
for Brunch, 69.4% of the respondents are Evening snacks, 18% of the
respondents are Time Pass and 0.9% of respondent are others.
Hence the majority of the respondents, i.e, 69.4% are for Evening
snaks with regard to Consumer Perception towards Britannia Products.
85
PIE CHART 4.20
0.9
BRUNCH
11.7
18
EVENING SNACKS
TIME PASS
OTHERS
69.4
Rate the consistency of the taste of Britannia Products
Following are the table and graph showing Rate the consistency of the
taste of BritanniaProducts classification of Respondents
TABLE 4.21

S
1 ( Best) 33 29.7
2 21 18.9
3 22 19.8
4 24 21.6
5 (Worst) 11 9.9
TOTAL 111 100
86
INTERPRETATION
No. 1 (Best), 18.9% of the respondents are No. 2, 19.8% of the respondents
are No.3 and 21.6% of respondents are No.4 and 9.9% of the respondent’ s
areNo.5 (Worst)
Hence the majority of the respondents, i.e, 29.7% are No. 1 (Best)
BAR CHART 4.21
35
30
25
20
29.7
15
10 19.8 21.6
18.9
5 9.9
0
1 2 3 4 5
1 – Best; 2 – Good; 3 – Neutral; 4 – Bad; 5 – Worst
Rate the freshness of the products at the time of purchase
Following are the table and graph Rate the freshness of the products at
the time of purchaseclassification of Respondents
87
TABLE 4.22

1 (BEST) 44 39.6
2 25 22.5
3 20 18
4 19 17.1
5 (WORST) 3 2.7
TOTAL 111 100
INTERPRETATION
No. 1 (Best), 22.5% of the respondents are No. 2, 18% of the respondents
are in No.3 and 17.1% of respondent are in No.4 and 2.7% of the
respondents are in No.5 (Worst)
Hence the majority of the respondents, i.e, 39.6% are in No. 1 (Best)
DOUGHNUT CHART 4.22
12
34
88
Rate the availability of the Britannia Products
Following are the table and graph Rate the availability of the Britannia
Productsclassification of Respondents
TABLE 4.23

1 (Best) 51 45.9
2 27 24.3
3 7 6.3
4 18 16.2
5 (Worst) 8 7.2
TOTAL 111 100
. INTERPRETATION
in No. 1 (Best), 24.3% of the respondents are No. 2, 6.3% of the
respondents are No.3 and 16.2% of respondents are No.4 and 7.2% of the
respondent are No.5 (Worst)
Hence the majority of the respondents, i.e, 45.9% who are No. 1
(Best) with regard to Consumer Perception towards Britannia Products
89
BAR CHART 4.23
50
45
40
35
30
25
45.9
20
15
10
24.3
5
16.2
6.3 7.2
0
1 2 3 4 5

How much would you spend on Britannia Products?
Following are the table and graph how much would you spend on
Britannia Productsclassification of Respondents
TABLE 4.24
10 – 50 45 40.5
50-100 38 34.2
100 – 150 14 12.6
Above 150 14 12.6
TOTAL 111 100
90
INTERPRETATION
in 10-50 , 34.2% of the respondents are in 5.-100, 12.6% of the respondents
are in 100-150 and 12.6% of respondent are Above 150
Hence the majority of the respondents, i.e, 40.5% are in 10-50 with
PIE CHART 4.1.24
12.6
10 – 50
12.6 40.5 50-100
100 – 150
Above 150
34.2
Rate the level of Satisfaction of Price of Britannia Products
Following are the table and graph Rate the level of Satisfaction of
Price of BritanniaProducts classification of Respondents
91
TABLE 4.25
RESPONSES FREQUENCY PERCENTAGE%

1 28 25.2
2 26 23.4
3 23 20.7
4 24 21.6
5 10 9
TOTAL 111 100
INTERPRETATION
are in No.3 and 21.6% of respondents are in No.4 and 9% of the respondant
are in No.5 ( Worst)
Hence the majority of the respondents, i.e, 25.2% who lie in No. 1
(Best) with regard to Consumer Perception towards Britannia Products.
BAR CHART 4.25
5 9
0 5 1 1 2 2 3
92
1– Best; 2 – Good; 3 – Neutral; 4 – Bad; 5 – Worst
Rate the level of Satisfaction of service provided by the company
Following are the table and graph Rate the level of Satisfaction of
service provided bythe company classification of Respondents
TABLE 4.26

1(Best) 36 32.4
2 24 21.6
3 23 20.7
4 21 18.9
5(Worst) 7 6.3
TOTAL 111 100
INTERPRETATION
are No.3 and 18.9% of respondent are No.4 and 6.3% of the respondent are
No.5 (Worst)
Hence the majority of the respondents, i.e, 32.4% are No. 1 (Best)
93
DOUGHNUT CHART 4.26
6.3
12
18.9 32.4
34
20.7
21.6
Rate the awareness level
Following are the table and graph Rate the awareness level classification
of Respondents
TABLE 4.27
Aware and able to recall

85 76.6
the brand
Aware but unable to recall 17 15.3
Not at all aware 9 8.1
TOTAL 111 100
94
INTERPRETATION
in Aware and able to recall the brand, 15.3% of the respondents are Aware
but unable to recall and 8.1% of the respondents are Not at all aware.
Hence the majority of the respondents, i.e, 76.6% who are Aware and
able to recall the brand with regard to Consumer Perception towards
Britannia Products.
CHART 4.27
8.1
Aware and able to recall the

15.3 brand
Aware but unable to recal
76.6
Not at all aware
95
Select the promotional activities that you recently seen/experienced
recently
Following are the table and graph Select the promotional activities that
you recentlyseen/experienced recently classification of Respondents
TABLE 4.28

Samples 20 18
Discount 35 31.5
Buy more Save 14 12.6
More
Advertisement 12 10.8
Holiday Promotion 10 9
Contest 16 14.4
Others 4 3.6
TOTAL 111 100
INTERPRETATION
From the given chart it is observed that 18% of the respondents are
Samples, 31.5% of therespondents are Discount, 12.6% of the respondents
are Buy more and Save More, 10.8% of the respondents are Advertisement ,
9% of respondents are Holiday Promotion , 14.4% of respondents are
Contest , 3.6% of respondents are Others
Hence the majority of the respondents, i.e, 31.5% are Discount with
96
COLUMN CHART 4.28
35
30
25 31.5
20
15
10 18
5 14.4
0 12.6
10.8
9
3.6
97
CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION
INTRODUCTION
Findings, conclusions, suggestions and plan of actions are the last

parts of the theses. Findings are statements section, upon which they are
based upon the data analysis. Conclusions are answer to the question
raised, or the statements of acceptance or rejection of the hypotheses
proposed.
The conclusions do not need to repeat the evidence on which they are
based, but extreme care should be exercised to present them with whatever
limitations and qualification are necessary. Besides findings and conclusion,
suggestions are also required for the researcher. Suggestions are brief
statements of a limited numbers of recommendations for further
consideration.
These suggestions are to be given at the end of the report. They must
be exhaustive and should take into consideration all the difficulties that may
arise in implementing them and plan of action will give ideas for further
research study.
5.1 Findings
 From Table 4.1 it is observed that the majority i.e 69.4% of the
respondent are 18-25 Agegroup
 From Table 4.2 it is observed that the majority i.e 51.4% of respondent are
Male Gender
 From Table 4.3 it is observed that the majority i.e 76.6% of

respondent are UnderGraduate
 From Table 4.4 it is observed that the majority i.e 60.4% of the respondent
98
are Students
respondent lie Less than25000 per month
 From Table 4.6 it is observed that the majority i.e 89.2% of the respondent
are from City
respondent are get to knowabout the product through Advertisement
respondent are mostlyusing Brtiannia brand.
respondent are aware aboutBiscuits in Britannia Brand
 From Table 4.10 it is observed that the majority i.e 36% of the
respondent prefer MarieGold Biscuit
respondents are usingBritannia Product for more than 15 years
respondents buys theproducts from Grocery Shop
 From Table 4.13 it is observed that the majority i.e 64% of the
respondents purchaseMedium quantity of the product
respondents purchaseRegularly
respondents preferBritannia Products for the Taste.
respondents are satisfiedwith Britannia Biscuit
respondents preferred Yes, that they will buy more quantity if there is
any free offer is offered
respondent select Yes asthey will check the expiry date
respondent influenced byFamily members
99
respondent have Britanniaas their Evening snack.
respondent votedNo.1(Best) for the Taste of the product
respondent votedNo.1 (Best) for the freshness of the product
respondent votedNo.1 (Best) for the availability of the product
respondent would spend10 – 50 on Britannia products
respondent votedNo.1 (Best) for the level of Satisfaction of the product
respondent voted No.1 (Best) for the level of satisfaction of service
provided by the company
respondent are Aware andable to recall the brand
 From Table 4.28 it is observed that the majority i.e 31.5%of the
respondent had Discountsfor the Product
5.2 SUGGESTIONS
To increase the quantity and reduce the price of Britannia products.
To increase the marketing strategy for dairy products
Can start schemes like cash prizes or foreign trips on scratching the
barcode on the packet.
The respondents want that ingredients used in Britannia biscuits

should be more hygienefor the health of kids..
The Consumer’ s perception may vary every day. Britannia should
maintain a goodperspective towards customers.
They may also use innovative packing methods for covering the biscuits
packs.
10
The company to retain its market leadership should concentrate in
sales promotion activities, which would enhance the sales of Britannia
products.
The supply of the biscuit should be frequent
The frequency of advertisement in the mass media like radio,

newspapers is not up to satisfaction. Many people in the rural areas
are unaware of various biscuits of Britannia brand.
Coupons and gifts offered along with the packet should be given without
any delay.
In order to attract the children, cartoon stickers (or) tattoos should be

offered freely.
Quality of the biscuit must be maintained in each and every stock.
5.3 Conclusion
Marketing plays a pivotal role in the growth and development of

country. The development of marketing has always kept pace with the
economic growth of the country. Now the modern marketing faces the high
competition in their activities. Businessmen have started realizing it.
Earning profit is possible only through customer satisfaction by means
of loyalty. This is possible only when information are collected from the
consumer. The design of the study reveals that consumers perception on
brand loyalty, Britannia has a high image among the consumer than the
others in respect of quality, taste, price etc.,In order to retain brand loyalty,
the manufacturer must know the consumer’ s habits, and encourage them
to continue purchasing the products in future.
10
REFERENCE
MK SCHOENGER (2022) the role of immersive environments in

the assessment ofconsumer perceptions and product acceptance
https://www.sciencedirect.com/science/article/abs/pii/S09503293
21003724
E STAMPA (2020) Consumer perceptions, preferences, and

behaviour regarding pasture- raised livestock products
https://www.sciencedirect.com/science/article/pii/S095032931930728
1
C FELDMANN, U HAMM (2015) Consumers’ perceptions and

preferences for local food
001992
DJ TROY, JP KERRY (2010) Consumer perception and the role of

science in the meatindustry
HH CHANG, SW CHEN (2009) Consumer perception of interface

quality, security, andloyalty in electronic commerce
https://isiarticles.com/bundles/Article/pre/pdf/3437.pdf
K DEWETTINCK, F VAN BOCKSTAELE (2008) Nutritional

value of bread: Influence of processing, food interaction and
consumer perception
1008000246
D LITTLER (2006) Consumer perception of risk and uncertainty and

the implications for behaviour towards innovative retail service.
https://research.manchester.ac.uk/en/publications/consumer-
perceptions-of-risk-and- uncertainty-and-the-implications
10
ANNEXURE
1. NAME
2. Age
a) Below the age of 18 years
b) 18 - 25
c) 26 - 35
d) 36 - 45
e) Above the age of 45 years
3. Gender
a) Female
b) Male
c) Prefer Not to say
4. Education
a) School Education
b) Under Graduation
c) Post Graduation
d) Professional
e) Doctorate
5. Occupation
10
a) Self Employed
b) Employed
c) Unemployed
d) Professional
e) Student
6. Income Per Month
a) Less than 25000
b) 25001 – 50000
c) 50001 – 100000
d) Above 1 Lakhs
7. How do you get to know about Britannia?
a) Advertisement
b) Social Media
c) Friends
d) Family
e) Shops
f) Offer
8. Which Brand of Biscuits you are using mostly?
a) ITC
b) Parle
c) Unibic
10
d) Britannia
e) Others
9. What product of Britannia you’ re aware of?
a) Biscuit
b) Bread
c) Dairy
d) Croissant
e) Cakes
f) Rusk
g) Cream Wafer
10. What biscuits of Britannia you prefer
a) Good Day
b) Crackers
c) Nutri choice
d) Marie Gold
e) Tiger
f) Milk Bikis
g) Jim Jam
h) Bourban
i) Little heart
j) Pure Magic
k) Nice time
10
11. How long you have been using the Britannia?
a) Below 5 years
b) 5 – 10 years
c) 11 – 15 years
d) Above 15 years
12. Where do you purchase the products of Britannia?
a) Grocery shop
b) Departmental store
c) Super market
d) Petty shop
e) Others
13. What quantity of Biscuits you would purchase?
a) Small
b) Medium
c) Big
14. How frequently you would purchase the products of Britannia?
a) Regularly
b) Occasionally
c) Rarely
d) Frequently
10
15. Why do you prefer Britannia Biscuits than other biscuits?
a) Taste
b) Quality
c) Quantity
d) Packaging
e) Pricing
16. Are you satisfied by using Britannia Biscuits?
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very Dissatisfied
17. Will you buy more quantity when any free offer is offered along with
regular ones?
a) Yes
b) No
c) May be
18. Do you check the manufacture and expire date?
a) Yes
b) No
c) May be
10
19. Whom/What influenced to purchase the Biscuits?
a) Family
b) Friends
c) Advertisement
d) No Idea
20. For what purpose you are purchasing the Britannia Products?
a) Brunch
b) Evening snack
c) Time Pass
d) Others
21. Rate the consistency of the taste of Britannia Products
a) 1 (Best)
b) 2
c) 3
d) 4
e) 5 (worst)
10
22. Rate the freshness of the products at the time of purchase
a) 1 (Best)
b) 2
c) 3
d) 4
e) 5 (worst)
23. Rate the availability of the Britannia Products
a) 1 (Best)
b) 2
c) 3
d) 4
e) 5 (worst)
24. How much would you spend on Britannia Products?
a) 10-50
b) 50-100
c) 100-150
d) Above 150
10
25. Rate the level of Satisfaction of Price of Britannia Products
a) 1 (Best)
b) 2
c) 3
d) 4
e) 5 (worst)
26. Rate the level of Satisfaction of service provided by the company
a) 1 (Best)
b) 2
c) 3
d) 4
e) 5 (worst)
27. Rate the awareness level
a) Aware and able to recall the brand
b) Aware but unable to recal
c) Not at all aware
11
28. Select the promotional activities that you recently seen/experienced
recently
a) Sample
b) Discount
c) Buy more and Save more
d) Advertisement
e) Holiday Promotion
f) Contest
g) Others
11

The Britannia Biscuit Company

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The Britannia Biscuit Company

Uploaded by

Copyright:

Available Formats

THE STUDY ON CONSUMER PERCEPTION TOWARDS

Submitted in partial fulfillment of the requirements for the award of

DEPARTMENT OF BUSINESS ADMINISTRATION

Internal guide External Guide

Dr. BHUVANESWARI .G, MBA., Ph.D

Submitted for Viva Voce Examination held on

PLACE: CHENNAI SIGNATURE OF THE CANDIDATE

I am pleased to acknowledge my sincere thanks to Board of Management of

I convey my thanks to Dr. G. Bhuvaneswari, MBA., Ph.D., Dean - School of

TABLE NO. PARTICULARS PAGE NO.

The company focused on the consumer. Because they are the

Britannia company industries are one of the largest food Industries.

The Britannia used in world-wide it used by all the people. In

In general marketing terms, customer perception refers to customers’

Customer behavior and perception of brands is not in all actuality

The intangible concept of customer perception is often at odds with the

According to the Harvard Business Review, emotional connection to a

Customer perception is the opinions, feelings, and beliefs customers

The entire process of customer perception starts when a consumer

Customer perception is a process where a customer collects

“ Regardless of their actual experience, customer perception is all

Customer perception is a “ Process during which an individual

According to the Business Dictionary, consumer perception or

Perception is derived from the word ‘ perceive’ , it refers to the

The manner in which a consumer perceives the marketing stimuli (i.e.,

The perceptual process comprises three components, namely the

Perceptual organization is a cognitive process, which is responsible for

Perceptual interpretation involves extracting meaning out of the

Because the characteristics of each of the components, perceiver,

Perception as a topic of study is important for marketers because

A happy customer is one who is satisfied with the experience that he

Consumer perception can make or break your brand. When

For example, when a retail clothing store has displayed clothes on

Customer perception or consumer perception plays a major role in

Customer Perception is a Four stage process that translates raw

Each individual interprets the meaning of stimulus in a manner

Exposure includes the elements like colors, logo, sound, ambience

Interpretation is how a customer assigns meaning or some value to the

In simpler terms, it is how a customer see's a particular brand with

1.6 THE DYNAMICS INVOLVED IN CONSUMER PERCEPTION

The sensory receptors sense a stimulus (object, person, or situation).

The stimulus is either given attention or ignored.

In case it is given attention, the selected stimulus is organized and

People perceive things differently because of their characteristics

1.7 ELEMENTS OF CONSUMER PERCEPTION

Once the sense organs detect a stimulus in the environment, the

 Perceptual selection or perceptual selectivity refers to a tendency

 Perceptual organization occurs after the stimulus has been received

 Perceptual interpretation refers to the process of drawing inferences

The resultant behaviour is an outcome of the output. Based on

The perceptual mechanism requires greater discussion owing to the

1.8.1 PERCEPTUAL SELECTION

Human beings are simultaneously exposed to various stimuli in their

Perceptual selectivity is the process by which people select a particular

Another perspective to defining the signal detection theory relates to

Further, people also have a tendency to selectively attend to only

In the context of marketing, a consumer who visits a fair or an

Another concept related to perceptual selection is sensory

This explains why marketers face the problem of advertisement wear-

The viewer or the reader no longer gives attention to the promotional

They go in for substantive or cosmetic variation. Substantive

Consumers are more likely to be selective about stimuli that relate to

FACTORS OF PERCEPTUAL SELECTIVITY